We get annual updates on the existing lineup of apple and samsung every year. It's almost like clockwork for these two brands. However, most of the new devices that the major brands release generally offer minor upgrades. Consider the regular Galaxy S23, which I think to be “boringly perfect.” But the case will not be the same for the Galaxy S23 Ultra.
In fact, thanks to the Galaxy S23 Ultra, this year's lineup of both Apple and Samsung will be more exciting than most of the previous ones. Although the design did not change that much, there has been plenty of upgrades on the inside. And for that, it has a high chance of taking over the upcoming iPhone 15 series.
iPhones Seems Not to Be the Main Priority of Apple Anymore
According to Mark Gurman, a reputable industry insider, this year, the main focus of Apple is on its augmented reality headset. That means there will not be major iPad Pro updates, nor will Apple work too much on this year's iPhone lineup. And this, theoretically, gives Samsung an edge over Apple with the upcoming Galaxy S23 lineup.
In fact, from recent leaks, we know that Apple iPhone 15 will not have any major upgrades. That seems to be reserved for the iPhone 16 series, which Apple plans to revamp. Another thing is that Apple is planning to change the name of the Pro Max to Ultra. That means iPhone 15 Ultra will compete with Samsung Galaxy S23 Ultra even in the naming.
However, there will not be any “wow” factors for the iPhone 15 series this year. At least, that is what we are expecting from recent reports. Yes, iPhone will yet again be ahead in the SoC game with its A17 Bionic chip. But aren't the phones today already capable enough?
Another thing that can give Samsung Galaxy S23 Ultra an edge is the pricing. A rumor came out recently. It stated that the iPhone 15 Pro and Pro Max are about to get more expensive. The rumor hinted at about a $100 price increase from the current starting prices.
Galaxy S23 Ultra Has a Really Unique Opportunity Now
The recent risky ventures of Samsung have already paid off. Galaxy Z Fold and Flip series is already paying off. These two lineups are already dominating the folding phone market.
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Now that Apple is fully focused on AR (Augmented Reality), Samsung has all the chances that it can get to bonk the iPhone series. And with the Galaxy S23 Ultra, if Samsung does execute things right, it can be a dominating phone this year.
However, we can't forget what Apple has taught us. And that is, most consumers do not care about having too many features. As long as the phone is reliable and reasonably priced, it will appeal exceptionally well.
On the note of reliability, Samsung has ditched the Exynos lineup for the Galaxy S23 series, including the Ultra. That means all the phones of the series will come with Qualcomm chips. And Samsung has reportedly opted for a boosted Qualcomm 8 Gen 2 SoC. That chip will be more reliable than any flagships that came with Exynos.
That said, it doesn't mean that Samsung is ditching features for the S23 series. The Galaxy S23 Ultra, according to the leaked promo videos, will be a camera beast. It might even take on the Pixel 7 series!
Not to mention that the new One UI will offer high overall customizability features. That software, wrapped with the beautiful hardware of Galaxy S23 Ultra, will come up with something that can make the iPhone 15 shake its knees.