Samsung has launched its new Galaxy Alpha with a metal frame, in a bid to boost sales after the plastic design of its smartphones has been blamed for the company’s recent struggles.
The Wednesday launch of the latest Galaxy smartphone comes after a difficult second quarter for Samsung. While overall smartphones sales grew by almost 27 percent, Samsung’s shipments dropped. In May, the company also appointed a new head of its design team.
Samsung has pitched the Galaxy Alpha with its metal frame as a new start, and the design as something “entirely new” compared to the design of its existing products, which have been justifiably criticized for looking cheap irrespective of what they cost.
However, in reality the shape of the home button still makes it look very much like a Samsung smartphone, and the plastic back has inherited the dimpled design of the Galaxy S5. For some, the changes Samsung has made aren’t nearly big enough.
“Overall it’s a good phone but I was disappointed with the design, even with the metal frame it feels too plastic,” said Francisco Jeronimo, research director for European mobile devices at IDC.
Samsung has also decided to make the Galaxy Alpha thin and light: it weighs just 115 grams and is 6.7 millimeters thick.