SEOUL — Samsung Electronics is set to overhaul its flagship smartphone strategy next year by adding a high-end "Pro" model to the upcoming Galaxy S27 series. This move marks a significant departure from its long-standing three-model structure, signaling a direct challenge to Apple’s four-model lineup and a commitment to diversifying consumer choice.
From Trio to Quartet
According to industry sources on April 6, Samsung’s Mobile eXperience (MX) Business Division has finalized plans to launch the Galaxy S27 series in four variants: Standard, Plus, Pro, and Ultra. Since the Galaxy S20 series debuted in 2020, Samsung has strictly adhered to a three-tier system.
"The plan is to double the premium offerings from just the Ultra to include a new Pro model," said an industry insider familiar with the matter. "While exact specifications such as screen size are still being finalized, the Pro model is expected to share most high-end technologies with the Ultra, though it will likely omit the S Pen functionality."
Tech Differentiation: The 'Privacy Display'
The "Pro" model is expected to serve as a bridge between the mid-tier Plus and the top-tier Ultra. Sources suggest that Samsung will leverage the "Privacy Display"—a feature that garnered a sensational response on the Galaxy S26 Ultra—as a key selling point for the new model.
While the Standard and Plus models typically share core specs, the Pro and Ultra models will be positioned as the "premium duo." This follows the trend set by the S26 Ultra, which distinguished itself with exclusive hardware like the 200-megapixel camera and specialized display technologies.
Strategic Response to Apple
Market analysts view this expansion as a strategic maneuver to counter Apple’s iPhone hierarchy. Apple currently splits its lineup into two standard tiers (Standard and Air) and two premium tiers (Pro and Pro Max). By maintaining only one "Ultra" flagship, Samsung has faced a gap in its premium portfolio that the S27 Pro is designed to fill.
This isn't Samsung's first attempt at experimentation. Last year, the company released the "Galaxy S25 Edge"—a thinner variant—two months after the initial S25 launch. While the Edge was originally intended to replace the Plus model, Samsung eventually retained the Plus for the S26 series based on consumer feedback. Unlike the Edge, the S27 Pro is being framed as a permanent addition to strengthen the lineup rather than a replacement.
A Broader Push for Market Dominance
The diversification strategy extends beyond traditional bar-type phones. Samsung is also expected to expand its foldable lineup in the third quarter of this year with the introduction of the "Wide Fold" (tentative name), featuring a 4:3 aspect ratio. This will bring its foldable offerings to three models: two Folds and one Flip.
With the Galaxy S27 series, Samsung is betting that a more granular lineup will allow it to capture a wider segment of the premium market and regain momentum in its ongoing rivalry with Apple.
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