Consumers show lukewarm response to LG's 'super premium' smartphone

Park Sae-jin Reporter Posted : 2017-12-07 15:17 Updated : 2017-12-07 15:17
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[Courtesy of LG]

Consumers showed a lukewarm response to a limited edition of LG Electronics' super premium "SIGNATURE" smartphones featuring a scratch-resistant zirconium ceramic back.

LG said it would sell just 300 "SIGNATURE Edition" luxury smartphones units at home this month. The price was not disclosed, but fans speculated on online communities that it would be about two million won (920 US dollars).

The new phone features an audio system tuned by Danish company Bang & Olufsen (B&O), a rare zirconium ceramic plated back, a pair of B&O Bluetooth earphones. Its camera and processor are similar to that of LG's latest flagship V30.

Consumers remained a little bit cynical, especially when Cho Jun-ho stepped down last month as president of LG's mobile communications division, taking responsibility for poor sales of mobile devices including G6 and V30 smartphones.

"Does LG actually trying to sell this thing? It's too expensive!" commented "Panickross", a user from South Korea's online IT community Clien. iPhone X, Apple's latest and most expensive smartphone, costs about 1.4 million won.

Another user, "Eye of the storm", criticized LG's marketing ability: "LG failed to sell its well-made G6 and V30. I don't think the new phone's specs and image are attractive. It's just too normal." Some other users said LG should have released an upgraded version of flagship smartphones.