South Korean tech firm Samsung Electronics has launched a newly-designed Galaxy Alpha smartphone with a metal body, which will go on sale in the UK on September.
A step forward on design
The Galaxy Alpha, which runs on Android software, has a 4.7-inch screen and 12-megapixel camera.
Samsung has previously faced criticisms for its smartphones that are made of plastic materials, which is different from the other company’s devices that preferred to use “premium” materials.
As a result, the company reported a 20% decline in earnings.
The new Galaxy Alpha, which looks similar with iPhone, joins Samsung’s high-end product line.
Analysts believe that Samsung’s recent move highlights that it has recognized consumer dissatisfaction with plastic phone parts.
“This is a clear acknowledgement by Samsung that it needed to address some of the criticism that it faced on the Galaxy S5 and deliver a more premium feel,” said Ben Wood, chief of research at the telecoms consultancy CCS Insight. “The challenge will be marketing it without cannibalizing sales of the S5.”