Releasing new smartphones that have exactly the same design as the previous generation may work for Apple, but it’s a trick that’s harder to pull off in the Android ecosystem, even if you’re Samsung. The Galaxy S9 is almost identical to the Galaxy S8, although the 2018 phone is better in every way in terms of performance. But Galaxy S9 sales have not been spectacular, hurting Samsung’s overall bottom line. Come next year, the Galaxy S10 will thankfully have a new design according to Samsung Mobile’s chief DJ Koh.
