If you‘re a smartphone power user or Android enthusiast, you‘ve likely come across LG phones before. The South Korean electronics giant was once one of the top Android device makers, releasing a steady stream of innovative phones to rival Samsung and Google. But in 2021, LG made the shocking decision to exit the smartphone market entirely, ending over a decade of Android handsets.
As an industry analyst specializing in consumer electronics retail, I‘ve watched LG‘s mobile journey closely. In this article, I‘ll be taking a deep dive into LG‘s Android smartphone history, its unique impact on the Android ecosystem, and what the company‘s shift in strategy means for the future of Android.
LG‘s Android Lineage
LG released its first Android device, the LG GW620, back in 2009. Running the now-ancient Android 1.5 Cupcake, it was one of the first Android devices to feature a physical QWERTY keyboard, which was still a must-have feature for many users at the time.
From there, LG quickly became a major player in the early Android landscape. Alongside HTC, Motorola, and Samsung, LG was one of Google‘s premier hardware partners. Some of the highlights from its first few years as an Android phone maker include:
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Optimus 2X (2011) – The world‘s first smartphone with a dual-core processor, the Nvidia Tegra 2. It allowed for better gaming and multi-tasking compared to single core phones of the time.
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Optimus G (2012) – LG‘s first true flagship Android phone, the Optimus G featured a quad-core Snapdragon S4 Pro chip, 4.7-inch 720p display, and 13MP camera. It laid the groundwork for the Nexus 4, a co-development between LG and Google.
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G2 (2013) – The successor to the Optimus G dropped the ‘Optimus‘ branding and introduced the rear-mounted buttons that would become a signature feature of LG‘s Android flagships.
Throughout the 2010s, LG settled into a clear flagship strategy with its G and V-series phones. The G line, which included notable models like the G3, G4, G6, and G7, was typically aimed at mainstream buyers. These phones packed the latest specs and features into a sleek, streamlined design.
The V-series, on the other hand, was geared more towards power users and content creators. With unique features like a secondary ticker display, high-fidelity DACs, and advanced manual camera controls, the V10, V20, and V30 took direct aim at Samsung‘s Galaxy Note line.
In addition to its flagships, LG also produced a number of more affordable and mid-range Android devices, like the K and Q series in the late 2010s. These helped round out the company‘s smartphone offerings and keep it competitive with fast-growing Chinese brands.
LG‘s Android Impact
While LG never quite reached the sales heights of Samsung or Apple, it still had a significant impact on the Android ecosystem during its decade-plus as a phone maker. Here are some of the key ways LG shaped Android:
Hardware Innovation
LG was often one of the first Android manufacturers to embrace new hardware features. Some notable examples include:
- Laser autofocus on the LG G3
- 1440p and 4K OLED displays on the G3 and G6
- Wide-angle rear cameras on the G5 and V20
- 5G connectivity on the V50 and Velvet
Even if they didn‘t always translate to blockbuster sales, LG‘s willingness to experiment pushed the boundaries of smartphone design. The company also wasn‘t afraid to take risks on more unorthodox concepts, as seen with the swiveling dual screens of the LG Wing.
Audio Expertise
As a company with deep roots in home theater and audio equipment, LG brought a unique focus on sound quality to its Android phones. Many of its flagship devices featured high-end DACs (digital-to-analog converters) and support for lossless audio formats. The V20, V30, and G7 were particularly popular among Android audiophiles for their excellent headphone outputs.
Unique Software Features
While LG‘s Android skin, LG UX, was often criticized for being bloated and unintuitive compared to stock Android, it did bring some handy features. These included:
- KnockON – The ability to wake the screen by double tapping, which was widely copied by other Android skins.
- Floating Bar – An onscreen shortcut bar for apps and settings that could be positioned anywhere on the display.
- QSlide – A multi-window mode that allowed apps to be used in small, resizable windows on top of other tasks.
LG also offered extensive theming options, allowing users to customize the look and feel of the UI.
Close Google Partnerships
LG was one of Google‘s closest hardware partners in the early days of Android. In addition to its own branded phones, LG also manufactured multiple devices for Google‘s Nexus program, which provided a "pure" stock Android experience.
The Nexus 4, released in 2012, was a watershed moment for Android. With its sleek glass back, powerful quad-core processor, and sub-$400 price tag, it showed that affordable phones could be just as attractive and performant as expensive flagships.
The Nexus 5, released in 2013, was another hit. It refined the Nexus 4‘s winning formula with a larger 1080p display and LTE support. Both phones were extremely popular among Android enthusiasts and helped burnish LG‘s reputation in the Android community.
LG‘s Android Decline
Despite its early success and innovations, LG struggled to keep pace with rivals as the smartphone market matured in the late 2010s. According to data from Counterpoint Research, LG‘s global smartphone market share peaked at around 4% in 2012-2013, but fell to just 2% by 2019.
There were a few key factors behind LG‘s decline:
Fierce Competition
The rise of Chinese Android phone makers like Huawei, Xiaomi, and OnePlus put immense pressure on LG, especially in the mid-range and entry-level segments. These brands offered competitive specs and features at lower prices, eroding LG‘s market share.
At the high end, meanwhile, LG struggled to match the marketing muscle and brand cachet of Samsung and Apple. Despite strong reviews for many of its flagship phones, LG couldn‘t capture the same level of consumer enthusiasm or loyalty.
Software Stumbles
LG‘s Android software was often a step behind rivals in terms of polish and intuitiveness. The LG UX skin was criticized for being cluttered and gimmicky compared to sleeker options like Samsung‘s One UI and OnePlus‘ OxygenOS.
LG was also slower to deliver Android version upgrades compared to other major brands. A 2018 report from Counterpoint Research found that LG was one of the slowest Android brands to update its phones to newer versions of the OS. This frustrated Android enthusiasts and made LG‘s devices less appealing as long-term investments.
Smartphone Saturation
As the global smartphone market matured in the late 2010s, growth slowed considerably. Consumers were holding onto their devices for longer, which made it harder for brands like LG to stand out and drive upgrades.
LG was also undercut by the growing trend of cheaper, direct-to-consumer phones from Chinese brands and a resurgent Motorola. With less room for differentiation, LG struggled to give consumers a clear reason to choose its devices over competitors.
Financial Woes
These challenges took a heavy toll on LG‘s mobile division. According to its financial reports, the smartphone business lost over $4.5 billion between 2015 and 2020. These mounting losses made it increasingly difficult to justify continued investment in the smartphone market.
LG‘s Mobile Exit
After years of red ink, LG finally made the difficult decision to exit the smartphone market entirely in April 2021. The company said it would wind down its mobile phone business by July 31 of that year, with plans to reallocate resources to growth areas like electric vehicle components, connected devices, and artificial intelligence.
For long-time LG fans and Android enthusiasts, the news was disappointing but not necessarily surprising given the company‘s long-term struggles. Still, it represented a significant loss of diversity in the Android ecosystem.
LG brought a unique perspective and set of priorities to the Android world, with its focus on multimedia features, hardware innovation, and close partnership with Google. No other Android phone maker was as willing to take risks on new form factors and features, even if they didn‘t always pan out commercially.
For current owners of LG Android phones, the company has pledged to continue providing after-sales support and software updates for a period of time, although the specifics vary by device and region. Some models, like the LG Wing, are confirmed to receive an update to Android 12, but the level of support will likely tail off faster than for phones from rivals still actively making devices.
The Future of Android After LG
With LG out of the picture, the question becomes who (if anyone) will fill the void it leaves in the Android ecosystem.
On the hardware front, smaller brands like Sony, ASUS, and Google itself could step up their game to capture some of LG‘s former market share. Sony‘s Xperia 1 and 5 series already share LG‘s focus on content creation features, while the ASUS ROG Phone line could appeal to former LG fans who liked its gaming and multimedia prowess.
Google, meanwhile, has been ramping up its own smartphone efforts with the Pixel line. While Pixel sales are still small compared to heavyweights like Samsung and Apple, Google‘s increasing focus on its own hardware could help offset the loss of a close partner like LG.
Still, it‘s unlikely that any one brand will be able to fully replicate LG‘s unique mix of attributes and design philosophies. The company‘s exit leaves a hole in the Android market for unabashedly geeky, feature-packed phones with an emphasis on content creation.
Over the long term, LG‘s exit could also have implications for the broader competition between Android and iOS. While LG was far from the largest Android phone maker, it was still a high-profile brand with a significant presence in key markets like the U.S.
With one less major player in the Android ecosystem, there‘s a risk that more users could defect to iOS, especially at the high end where LG‘s devices were most competitive with the iPhone. Much will depend on how effectively the remaining Android brands can win over LG‘s customer base and keep them from jumping ship.
Final Thoughts
LG‘s decision to exit the smartphone market marks the end of an era for Android. For over a decade, the company played a vital role in shaping the Android ecosystem, pushing the boundaries of hardware innovation and bringing a unique set of priorities to the table.
From its early days as a scrappy upstart challenging the iPhone to its later years as a respected name in the flagship phone space, LG was always willing to take risks and try new things. No other Android phone maker matched its quixotic combination of geeky features, multimedia prowess, and close partnership with Google.
While LG‘s mobile division may have struggled financially in its final years, there‘s no denying the mark it left on the broader Android landscape. As the remaining players in the Android ecosystem chart a path forward, they‘d do well to learn from LG‘s legacy of innovation, experimentation, and user-focused design.
As the Android market enters a new phase, it will be up to brands like Samsung, Google, and OnePlus to carry the torch that LG helped light. By continuing to push the boundaries of what‘s possible with Android hardware and software, they can ensure that the platform remains vibrant, diverse, and true to its open-source roots.
So while it may no longer be making smartphones, LG‘s impact on Android will continue to be felt for years to come. The company may be gone, but its legacy as a true Android pioneer will live on.
