Samsung may finally introduce a complete bezel-less display in its upcoming Galaxy A90

The latest iteration of Samsung’s Galaxy A90 will bring an all-screen display with no notch and no punch-hole. The latest iteration of the Galaxy A series may incorporate a motorized mechanism, a design approach previously adopted by the Chinese company Vivo and Oppo.

In a bid to counter Huawei and Xiaomi’s overwhelming influence in India, the South Korean company is now updating the design of another famous mid-range phone, Galaxy A90. Samsung on its official website teased the potential launch of its upcoming Galaxy A90 with an all-screen display. The teaser boasts about the upcoming ultra vibrant Super AMOLED display which will be a “Notchless Infinity Screen” with a “super immersive” experience.

While Samsung hasn’t yet achieved the in-display camera technology, another alternative way of featuring an all-screen bezel-less display is to use a motorized camera. Chinese companies, Vivo and Oppo used the motorized system to feature an all-display back in 2018. Furthermore, reputable Samsung leaker, Ice Universe also confirmed about the upcoming all screen bezel-less display of Galaxy A90.

Samsung’s official Twitter page also confirmed the upcoming Samsung event where the South Korean tech giant may launch as many as three mid-range phones.

Samsung’s CEO, DJ Koh last year admitted that Samsung’s sales were going down primarily because of the Chinese companies, Huawei and Xiaomi. In order to tackle the influx of Chinese smartphones in the Asian region, Koh advised a new strategy which will now focus more on Samsung’s budget and premium budget phones. As per the new strategy, all of the new and exciting features will now be featured first in Samsung’s mid-range phones.

“In the past, I brought the new technology and differentiation to the flagship model and then moved to the mid-end. But I have changed my strategy from this year to bring technology and differentiation points starting from the mid-end,” Koh told CNBC.

The recent paradigm shift in Samsung’s policy of giving more importance to its mid-range category is finally changing. With the competition now set at a critical balance which may tilt against Samsung’s favor, DJ Koh and company are now finally giving due respect to the Asian market.