Samsung pledges to improve after being mid this year

Samsung has shared an apology to shareholders, employees and customers on its Korean language website after a subpar year.

The letter says, “Today, we, the management of Samsung Electronics, would like to first apologize to you. The performance that fell short of market expectations has raised concerns about the fundamental technological competitiveness and the future of the company. Many people are talking about Samsung’s crisis. All of this responsibility lies with us who are leading the business.”

It is nice to see Samsung’s top brass address the company’s year head-on, so hopefully, this letter helps steer the company in a better direction over the next few years. That said, given how long it takes for things to be made, approved, and shipped, I would be hesitant to expect many significant changes next year.

Personally, my issues with Samsung this year weren’t due to its lack of attempted innovation, but rather its lack of foresight and truthfulness with its products. I reviewed the Galaxy Watch Ultra, and while it was a competitive smartwatch and a really good fitness tracker, it seemed like the marketing and design teams were leaning too hard on copying others in the space instead of focusing on what made Samsung watches popular in the past and refining that.

Ideally, Samsung will reevaluate its strengths and place in the market in 2025 and 2026 and move back into its lane, making great products with useful innovations instead of chasing after the competition and relying too much on its marketing department to lead the ship.

That said, Samsung’s phones are still top-notch, the earbuds are usually a great value, and the regular Galaxy Watch line looks great and offers awesome fitness tracking skills.

If you want to read Samsung’s full letter, you can find it here; however, you will have to translate it.

Source: Samsung Korea