LG might rebrand its flagship phones this year, which may mean no LG G7

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LG LogoDavid Ramos/Getty ImagesThe LG may scrap its G-series smartphones for a whole new device brand.

  • Reports from Korea claim LG is considering a rebrand of its G-series flagship smartphone line.
  • The change comes in accordance with a new CEO leading LG's mobile division.
  • LG appears to be competing with Samsung and Apple, companies that have also implemented product rebrands in the recent past.

Despite many rumors, LG may not release a smartphone called the "LG G7" in 2018. The manufacturer may consider scrapping its "two-digit number sequence" for naming its G-series smartphones in favor for a complete rebrand, according to the Korean blog Digital Daily.

LG told the Korean publication The Investor that device rebrands are common in the mobile industry, referencing recent rebrands from rivals such as Apple and Samsung, but did not give any further reasoning.

However, LG's rebrand may be timed with the appointment of a new CEO for LG's mobile division, amid several years of the G-series struggling on the market. The LG G6 released in 2017, but failed to capture consumer attention due to not featuring the latest hardware. LG attempted to retain a removable battery on the LG G5 in 2015, but the device's design, which included a detachable bottom chin, was also not appealing to consumers.

It is likely LG won't make any changes to its newer V-series flagship. The LG V30 released in September and LG recently announced a new Raspberry Rose color option. LG has found consumer favor in the device's camera, particularly its wide-angle feature.

News of the rebrand doesn't appear to be affecting LG's plans for announcing a flagship smartphone in the near future. LG is expected to launch a new device in late February, during Mobile World Congress.

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