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Is Samsung’s new S8 a brave new phone world – or asking for more trouble?

Has there been a more nerve-jangling product launch than Samsung’s new S8 phone?

After the S7 debacle (in some the battery caught fire) you could have forgiven Samsung (which has a pretty mind-bending number of problems to face, like the CEO being in jail in South Korea) for playing it safe.

But the S8 in this launch film (haven’t seen any ‘proper’ ads yet) really does seem a step forward for phone lovers. Even I could possibly use it.

All this is made possible by smaller components it seems. So Samsung’s not out of the woods yet.

Throws down a big challenge to Apple provided the only hole in burns in your pocket is the price.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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