DJ Koh, president of mobile communications at Samsung Electronics Co., speaks during the Samsung Unpacked product launch event in New York, U.S., on Thursday, Aug. 9, 2018. Samsung Electronics unveiled the Galaxy Note 9 in New York Thursday, banking on the larger-screen device to rejuvenate sales of a struggling flagship line and fend off Apple Inc.'s upcoming iPhones over the holidays.

Samsung Electronics plans to overhaul its smartphone strategy at the mid-range price point in order to appeal more to millennials, the company's mobile CEO has told CNBC.

DJ Koh 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, Koh said Samsung will look to bring in cutting-edge features to its cheaper models first. 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 told CNBC in an exclusive interview last week.