Samsung’s strategy for mid-range smartphones in the US is absolutely frustrating. Despite being one of the largest smartphone markets globally, Samsung is selling a new mid-range device at $499.99, which, on paper, could have been a huge story. But nobody really paid attention to the launch, and for good reason. 
Samsung made a baffling decision to delay the release of the Galaxy A56 5G in the US, and even worse, they failed to generate any buzz around its long-awaited debut.
This isn’t the first time Samsung has seemingly set up a mid-range phone to fail. Over the last few years, it’s been a trend that makes me question whether Samsung actually wants the Galaxy A series to succeed in the US. The A56 5G, priced at $499.99, comes with decent specs: 128GB storage, 8GB RAM, a 6.7-inch Super AMOLED display with a 120Hz refresh rate, IP67 water resistance, and a 5000mAh battery. Yet, despite these solid features, it fails to stand out at this price point.
At $499.99, the A56 5G isn’t a terrible phone. It has an impressive display, fast charging, and decent performance, but when compared to competitors, it starts to look like a bad deal. For the same price, you could get the OnePlus 13R, which offers more storage, better specs, and faster charging. Or the Pixel 9a with better cameras and superior software support. Even the Motorola Edge (2025) offers a better overall design, larger battery, and wireless charging, all for a similar price.
Had Samsung released the A56 earlier, they might have had a chance to steal some spotlight before these competitors hit the market. But now, with retailers offering minimal discounts and a lame trade-in deal, the A56 just feels disposable. It’s as if Samsung has completely forgotten how to make their mid-range phones successful in the US.
The Galaxy A50 was a huge success in 2019, and its successor, the A51, was also a hit. However, since then, the A series has struggled to recapture that success. Samsung even skipped releasing the A55 in the US, which made me hope that the A56 would be their comeback. Unfortunately, it seems that Samsung is setting the A series up for a slow and unremarkable decline.
It’s hard not to feel like Samsung is sabotaging their budget-friendly devices in favor of premium models that bring in bigger profits. While this might make sense from a business standpoint, it could hurt Samsung in the long run in terms of their overall market presence.