LG spokesperson confirms that the company is rebranding its flagship G-series

A “two-digit number” is reportedly being considered to compete with the Galaxy S9 and iPhone X

The change is set to take effect in the “first half of the year”, likely with the ‘LG G7’

It’s hard not to feel sorry for LG. The South Korean company has been heavily overshadowed by its local rival Samsung in terms of market share and overall popularity, and its entire mobile division has only shown quarterly profits twice within the last two calendar years.

Nevertheless, you can’t blame LG for a lack of trying. In 2017 alone it brought us the LG V30 and LG G6 – two excellent Android flagships that nevertheless struggled to find a broad enough audience.

LG isn’t anywhere close to giving up on its mobile division, however. The recent appointment of a new CEO with a deep history within the division appeared to signal that change is on the way. It turns out that LG’s new outlook will also come with a new name too, as the company is saying goodbye to its G-series moniker in favor of a fresh flagship brand.

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According to a report from Digital Daily (via The Investor), LG is retiring the brand that kicked off back in 2012 with the Optimus G in the “first half of [2018].” As such, it seems likely that the upcoming ‘LG G7’, which is expected to launch at MWC 2018, will instead be the first phone to carry the new brand name.

The unnamed sources cited in the report also note that LG is considering a “two-digit number” rather than reverting back to anything with the number one in the title, as it doesn’t want consumers to think the phone is outdated compared to the Galaxy S9 or iPhone X.

Regardless of whether this turns out to be true, LG has officially confirmed that a change is underway, explaining to The Investor that “rebranding flagship models is nothing new, and Samsung and Apple have done so for their own flagships.”

What do you think of LG’s decision? Will you mourn the passing of the G-series? Do you think the V-series will suffer the same fate? Let us know in the comments.