Samsung market share decline is forcing the tech giant to rethink its global strategy. The company posted a strong $220 billion in revenue in 2024, reflecting 11% growth. Yet, it is losing ground in key product areas—smartphones, TVs, displays, DRAM chips, and automotive screens.
For the first time in ten years, Samsung’s leadership in these categories is under serious pressure. Apple continues to dominate in the U.S., while fast-growing Chinese brands are cutting into global sales. Samsung’s innovations—like AI-powered folding phones—still lead the market. However, staying ahead in all segments has become harder.
To respond, Samsung has hired Mauro Porcini as its first Chief Design Officer. He is also the first non-Korean to lead the company’s global design team. Porcini, who joined from PepsiCo, is known for placing people at the center of innovation. His appointment signals a major shift in Samsung’s brand identity and design thinking.
In his first interview with Fast Company, Porcini shared his vision after three months in Seoul. He wants Samsung to connect emotionally with users through design. “Design is an act of love,” he said. He believes Samsung must address Maslow’s hierarchy of needs—from safety to self-fulfillment—using technology.
Porcini’s role is crucial as AI evolves rapidly. Experts believe the next five years of AI will shape the next fifty. Samsung wants to be at the forefront of that transformation, not just with features, but with emotionally intelligent design.
Although the Samsung market share decline worries analysts, it may mark a turning point. The company is not collapsing. Instead, it’s repositioning for the future—moving from dominance to connection and relevance.
Samsung’s ability to merge innovation with empathy could define its legacy in the AI era.
