It seems Samsung Electronics is planning to enter a chicken game in the low-to-mid-range smartphone market

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Although the fiscal year standards differ, Apple, with iPhone sales exceeding 280 trillion KRW for fiscal year 2025, is unlikely to intentionally damage its operating profit to engage in a chicken game in the high-end smartphone market.
For Apple, the most critical issue is the memory semiconductor procurement problem left behind by Tim Cook.
Samsung Electronics' smartphone revenue was in the 110–120 trillion KRW range with an operating profit margin of over 9% in 2025, meaning the smartphone business was still a major profit source. However, since reporting losses from the second quarter of this year, the more Samsung endures losses to increase market share, the larger the deficit becomes.
On the other hand, with operating profit from memory semiconductors expected to exceed 500 trillion KRW next year, Samsung only needs to decide on its strategic direction.
Huawei has about 60–70 trillion KRW in smartphone revenue, Xiaomi, Oppo, and Vivo are in the low 40 trillion KRW range, and Motorola, acquired by Lenovo (which was acquired by China), is at around 9 trillion KRW.
If Samsung Electronics enters a chicken game in the low-to-mid-range smartphone market by enduring losses, Oppo and Vivo, which have no other major revenue sources, will take the hardest hit.