Samsung Galaxy S21 launch: new smartphones priced ‘aggressively’ but are missing two features

Samsung’s new S21 smartphones come with new cameras, snappy features and lower prices than the Apple iPhone but they’re missing two things.

Samsung has launched an “aggressive” pitch to win over Apple iPhone users overnight, unveiling a range of flagship smartphones with up to four cameras, fresh designs, stylus-ready screens and prices that undercut its major rival by up to $250.

The three new Samsung Galaxy S21 handsets, due in Australia on January 29, will also command less cash than the smartphones they replace, despite all arriving with 5G connections and advanced features.

But Samsung has stolen a leaf out of Apple’s book to cut costs, and brand fans should be aware that two regular items will be missing from the box.

The Samsung Galaxy S21 range includes three smartphones: the S21, S21+ and S21 Ultra. Picture: Supplied

The world’s largest smartphone maker revealed the Galaxy S21 smartphones in a live event held on the heels of the Consumer Electronics Show — a month earlier than usual.

The range includes the Galaxy S21 ($1249) and Galaxy S21+ ($1549), which feature three rear cameras, a slew of new photographic features including 8K Snap for capturing photos from videos and Director’s View to preview three perspectives at once, and a fresh design in new colours such as pink and violet.

The biggest features are saved for the larger, 6.8-inch Galaxy S21 Ultra ($1849) that hosts four rear cameras, laser autofocus, dual telephoto zoom to deliver clearer shots at 100x magnification and, for the first time outside the Galaxy Note, a screen that will work with a stylus.

Samsung's Galaxy S21+ smartphone uses its three rear cameras in interesting ways, and introduces features including 8K Video Snap and Director's Cut. Picture: Supplied

The S Pen must be purchased separately, and will come as part of a $59 case.

Samsung Electronics Australia mobile senior vice-president Garry McGregor said the company decided to launch its flagship smartphones early in 2021 after reliance on mobile technology spiked last year.

“Australians’ attitudes and global attitudes towards technology have changed markedly in the last 12 months and we’ve got to the stage now where 75 per cent of people are saying they can’t imagine their life without a mobile phone, and 50 per cent of people are wanting their phone to do more,” he said.

“We knew exactly what we needed to put into the S21 this year so we were able to bring it forward and when it was ready, why not launch it? We’re very proud to bring this one to market slightly earlier when people are needing their mobile more than ever.”

The Samsung Galaxy S21 Ultra will work with a stylus — the first Samsung phone to do so outside the Note family. Picture: Supplied

Mr McGregor said the company also priced the Galaxy S21 handsets “aggressively” in Australia to capture a wider audience after winning over an additional one million Australian consumers to the brand during the last year.

Compared to the price of the current Apple iPhone 12 range, Samsung’s new handsets will cost up to $250 less, with the biggest saving in the 256GB model Galaxy S21.

The top model Galaxy S21 Ultra is priced at $220 less than Apple’s top iPhone 12 Pro Max.

Samsung’s new smartphones will arrive without two features to help them save on costs, however. None of the new phones will feature space for a memory card to boost storage and, just like Apple’s iPhone 12 handsets, they will arrive without a charging plug.

The Samsung Galaxy S21 Ultra features a 6.8-inch touchscreen, four rear cameras and a new 100x dual zoom feature. Picture: Supplied

While the omissions might disappoint some Samsung users, Telsyte managing director Foad Fadaghi said the company was smart to undercut their major tech rival.

“Samsung has probably learnt from last year that pricing their devices higher than the iPhone is probably not a great strategy so it’s reverting back to a tried and trusted approach,” he said.

“The market is definitely more budget-conscious than it was a couple of years ago, and price sensitivity is increasing in the Android market given the availability of smartphones that have premium features without a premium price tag.”

Samsung's Galaxy Buds Pro, launched alongside its S21 smartphones, feature new active noise-cancellation technology. Picture: Supplied

Samsung currently holds the title of the world’s biggest smartphone maker with 22 per cent of the market, according to Gartner, but Apple dominated phone sales in Australia during the third quarter of the year, sewing up 49 per cent of sales.

Samsung’s Galaxy S21 smartphones will be available for preorder today, and will arrive in stores on January 29.

Originally published as Samsung Galaxy S21 launch: new smartphones priced ‘aggressively’ but are missing two features