The outfit’s CEO DJ Koh Samsung Electronics plans to overhaul its smartphone strategy at the mid-range price point to appeal more to millennials.

He said the South Korean giant is changing its smartphone strategy for its mid-priced Galaxy A series of smartphones amid a slowdown in the handset market. Instead of introducing new technology into the flagship Galaxy S and Note series of devices, Samsung will look to bring in cutting-edge features to its cheaper models first.

He added that the first of these devices will come later this year.

"In the past, I brought the new technology and differentiation to the flagship model and then moved to the mid-end. But I have changed my strategy from this year to bring technology and differentiation points starting from the mid-end", Koh said.

Samsung saw sales in its mobile division fell 20 percent year-on-year in the second quarter of 2018. The issue appeared to be that it had lower than expected sales of its high-end Galaxy S9 device and realised that only Apple fanboys are dumb enough to pay more for less.