Launching around the globe a few days ahead of the world’s largest mobile show was the ultimate big-dog move. Samsung celebrated the 10th anniversary of its flagship phone line by launching its latest device on Apple’s sometimes-stomping grounds at San Francisco’s Bill Graham Civic Center.
The timing was less than ideal for all of us jet-lagged gadget reviewers, but the effect clearly paid off. Dozens of the world’s highest-profile reviewers have been roaming the streets of Barcelona with the S10 in hand and Galaxy Buds in ears. You couldn’t pay for that kind of publicity.
And, naturally, none of us minded testing those new photo features in one of Europe’s most beautiful cities.
But the 10th anniversary Galaxy arrives at a transitional time for Samsung — and the industry at large. The last couple of years have seen smartphone sales plateau for the first time since anyone started keeping track of those sorts of numbers, and big companies like Samsung and Apple are not immune.
That manner of existential crisis has led to one of the most eventful Mobile World Congresses in memory, as companies look to shake the doldrums of a stagnant market. It also led Samsung to open last week’s Unpacked event with the Galaxy Fold — first the cryptic product video and then the product unveil.
It’s a heck of a lead in, and, quite frankly, a recipe for disappointment. Here’s a look at the future, and now let’s talk about the present. Several people saw that I was carrying around a new Samsung device, got excited and were ultimately disappointed with the fact that I couldn’t unfold the thing.
None of this is any reflection on the quality of the S10 as a device, which I will happily state is quite high. But unlike the iPhone X, Apple’s 10th anniversary handset, the new Galaxy isn’t an attempt at a radical departure. Instead, it’s a culmination of 10 years of phone development, with new tricks throughout.