Longer smartphone replacement cycles have triggered competition among smartphone manufacturers to extend operating system (OS) support. Using Google’s initiative last year, Samsung Electronics has decided to increase its OS support to seven years. This move is seen as an effort to retain loyal customers and to compete with Apple, which currently offers six years of software updates.
Samsung Electronics plans to extend its software and security update support from four to seven years. This extension is set to begin with the launch of the Galaxy S24, according to industry sources on Jan. 26. The announcement was made on Jan. 17 at the Galaxy S24 unpacked event in San Jose, California, USA. The revelation was enthusiastically received, drawing applause and cheers from the international journalists at the event.
The international media have hailed Samsung’s decision as “monumental news.” IT media outlet Phone Arena commented, “The commitment to a seven-year OS and security update cycle is groundbreaking news that surprised everyone.” They added, “Perhaps it’s a bit of an exaggeration, but the response to the seven-year OS update announcement seemed even more fervent than the unveiling of the Galaxy S24 itself.”
Previously, Samsung had been providing OS updates for four years. Only models up to the 2020 Galaxy S10 were eligible for new OS updates, leaving earlier models without this support. However, under the new policy, even the Galaxy S8, released in 2017, will be eligible for OS updates.
The rationale behind Samsung’s decision is to foster brand loyalty among Galaxy users by enhancing its post-sale support policies. While Samsung has actively competed to attract iPhone users to its brand, it recognizes that its existing Galaxy customer base is equally crucial in the long-standing Apple-Samsung rivalry.
Furthermore, the growing preference for iPhones among teenagers and young adults, who represent the next generation of consumers, poses a significant threat to Samsung’s market position. According to SamMobile, an IT media outlet, “Samsung’s decision to offer OS updates for seven years is now a vital survival strategy, not just an option.” They emphasized, “Retaining loyal customers is essential for winning over customers from competitors.”
