Exynos returning with the Galaxy S24 could kill interest in the series

The Galaxy S23 is the first flagship series in many years from Samsung that uses the Qualcomm Snapdragon chipset exclusively. Previous iterations have retained the Exynos/Snapdragon split based on the market. After the longest time, it was a refreshing change in 2023 that all variants everywhere are powered by the same chipset.

This came as a revelation of sorts, particularly to those customers in markets where Samsung only supplied the Exynos variant. The level of optimization and the battery life that the Snapdragon variant provided made it even more clear that these customers had always been receiving the short end of the stick. You can imagine that they'd be apprehensive about going back to an Exynos variant again.

There are signs that Samsung may be bringing Exynos chipsets back to the fold. We exclusively reported last week that Samsung is going to launch the Galaxy S23 FE later this year and that it's going to utilize the Exynos 2200 chipset. Even though FE variants in the past have come with Snapdragon chipsets, this year's iteration is going to be powered by Exynos chip globally.

This may be a potential test run of sorts before Samsung brings back the Exynos for its flagship Galaxy S series. There's already been a rumor that Samsung is developing the Exynos 2400 which will be introduced with the Galaxy S24 series next year. While it's possible that some variants may still get the Snapdragon chipset, if this rumor is true, we may once again see the vast majority of customers having no option but to buy the Exynos variant instead.

Now, this can be a welcome change if Samsung has managed to fix everything that afflicted its Exynos chipsets and prevented them from matching the Snapdragon. If most of its customers are not willing to believe that at this point in time, you can't hold it against them. They've been burned before and they won't really be open to placing their confidence in Exynos.

Samsung has messed up so often that it's hard to trust Exynos chips anymore

If that hasn't happened, then it's confusing as to why Samsung would take this one step forwards, two steps backwards approach with its flagship series. Shifting to Snapdragon was a great decision that has only elevated the Galaxy S23 lineup's appeal. It wouldn't be going from strength to strength if the Exynos chipsets are thrown into the mix again. Rather, it would be akin to showing customers what a great Galaxy S phone looks like, but then preventing them from buying one.

That's why in my view, Samsung runs the risk of killing interest in the flagship Galaxy S series if it tries to do this. Customers prefer continuity and this will be an unnecessary overhaul, particularly one that's unlikely to make things better. So it begs the question, why would Samsung even think about going ahead with this?

Perhaps it's a matter of pride. Does it look good for Samsung's chip division that its flagship chipsets are not used in Samsung's own phones? Perhaps it costs Samsung more to source all chipsets from Qualcomm and throwing Exynos in the mix helps improve margins on the lineup?

Whatever the case may be, it's unlikely that customers will have enough patience to not just understand but also accept it. For them, it's going to be nothing short of a betrayal. After giving them a near perfect Galaxy S flagship, taking it back and asking them to put up with the shortcomings of the Exynos once again isn't the best way to sell expensive flagship phones.

At a time when the flagship smartphone market is already seeing a drastic reduction in demand and margins are slimmer than ever before, it would be best if Samsung avoids these gambles and let Exynos be a relic of its flagships' past.