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Samsung plans to stalk Apple with so-called Tiger strategy

The strategy was reportedly revealed in Las Vegas as part of an internal meeting.

Published onJanuary 4, 2022

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Robert Triggs / Android Authority
  • Samsung will reportedly implement a so-called Tiger strategy to beat Apple in North America.
  • The strategy calls for Samsung to improve flagship market share, narrow the gap to Apple, and more.

2022 is the year of the water tiger, and it turns out that Samsung is taking inspiration from the animal for a plan to fight Apple in the North American market.

The Korea Herald reports that 40 Samsung executives met in Las Vegas ahead of CES 2022 to discuss this year’s smartphone strategy. It’s claimed that the plan has the acronym of ‘Tiger.’

According to the outlet, the individual letters mean “True number one in all categories,” “Improve flagship market share,” narrowing the “Gap between Apple,” “Expanding” the presence of so-called C-brand products like wireless earphones, and aiming for a “Record year.”

Do you think Samsung will narrow the gap to Apple in 2022?

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“Our MX [mobile experience – ed] vision is to shift from a smartphone vendor to an intelligent device company. We will not be a tech brand, but a brand beloved by young generations, providing innovative experience,” Samsung mobile chief TM Roh was quoted as saying at the meeting.

Samsung will also need to adequately address supply issues related to the global chip shortage if it hopes to achieve record sales and take on Apple. After all, the Galaxy S21 FE was delayed for months due to the shortage while some of the firm’s Galaxy A series mid-range phones were reportedly in extremely short supply last year. But a report from early December suggests that the company is indeed taking several measures in this regard.

Do you think Samsung will narrow the gap to Apple in 2022? Let us know via the poll above.