Robert Triggs/Android Authority
Galaxy A54 5G Camera Trio
Hmmm, I can’t remember the Samsung handset I chose for the image above. Is it the latest flagship Galaxy S23? Or maybe the new mid-range Galaxy A54 or even the budget-friendly Galaxy A34?
Unlike last year’s models, it’s virtually impossible to tell exactly which Galaxy model we’re looking at, even with a diligent glance. While it might not be the most groundbreaking change to the Galaxy A series of all time, it’s a major win not only for customers at the affordable end of the market, but also for Samsung’s brand awareness.
A uniform Galaxy design strengthens the Samsung brand.
Build materials and don’t “confuse” consumers aside; There’s never been a good reason why affordable phones need to look budget. Glass backs have long opened the door to phones that look premium without the associated expense (and feel) of the most expensive models. A common design language up and down the price ladder does not make the Samsung brand cheaper either. In fact, it reinforces the message that just because you’re shopping on a budget, you’re not being downgraded to a second-class customer. You’re buying a Samsung phone after all, so why shouldn’t they look the same?
Sony understood this pretty well, with a common look recently stretching across the Xperia 1, 5 and 10 models. Apple, of course, ensures an instantly recognizable look across its portfolio, from the iPhone 14 Pro Max down to the tiny iPhone SE 3. But too few others make that connection.
Speaking of which, Samsung’s latest redesign actually ups Apple’s budget offering. The 2022 iPhone SE 3 is unmistakably Apple, but it’s 2017 Apple, right down to the gargantuan bezels and outdated fingerprint scanner. If you want an affordable iPhone, you have to settle for a dated look. Meanwhile, Samsung’s Galaxy A54 and A34 customers are getting their hands on an up-to-date design.
The iPhone SE is outdated while Samsung offers its mid-range customers the latest and greatest.
That’s not to say Samsung didn’t have to compromise somewhere. The triple camera system, for example, is camouflaging what will almost certainly turn out to be a largely useless 5-megapixel macro camera in place of the S-series telephoto lens. The display bezels on the front are still on the chunky side, there’s no wireless charging or metal bezels, and decidedly inferior chipsets are buried inside. But those are all trade-offs we expect to keep prices down, and certainly don’t apply uniquely to Samsung’s A-series.
More importantly, the Galaxy A54 and A34 not only look like a central part of Samsung’s ecosystem; They benefit from the same attention to detail and core user experience as the S Series.
Both new Galaxy A models come standard with Samsung’s One UI 5 (based on Android 13). Gone are the days of outdated software and accepting old features when shopping on a budget. The phones are also eligible for Samsung’s leading Android update promise of four major Android upgrades and five years of security patches. That’s as good as any of Samsung’s flagship phones at a fraction of the price.
So having a consistent design language across the Galaxy A and S ranges isn’t just about looks. It reinforces that Samsung wants to create a more consistent, cohesive experience across its entire smartphone portfolio. We’ll have to wait until we’ve reviewed the handsets to see if that intention bears fruit, but this certainly feels like a long-overdue step forward.
What do you think of the redesign of the Galaxy A series?
76 votes
Samsung’s latest redesign of the Galaxy A series has created a uniform design language across its smartphone portfolio, strengthening the Samsung brand. The Galaxy A54 and A34 now look like a central part of the ecosystem and benefit from the same user experience as the flagship Galaxy S series. The design shift also puts Samsung ahead of Apple’s budget offering, the iPhone SE 3, which has an outdated look with old features. While the Galaxy A series has made trade-offs to keep prices down, customers can still benefit from Samsung’s Android update promise and attention to detail.