Samsung held their 2023 Unpacked event on February 1 with announcements in the smartphone and notebook PC segments. With the addition of an “Ultra” model in the Galaxy Book series, how will Samsung perform in the tough post-COVID PC market?

Samsung is a niche player with 2% market share globally, but its share in the US is double that due to its focus on Chromebooks and the premium Windows segments. It has room to grow, but we believe the company is more focused on profit than volume.

In all, Samsung is releasing 14 and 16-inch variants of the Galaxy Book3 Pro starting at $1499, a 16-inch convertible Galaxy Book3 Pro 360 starting at $1899, and a 16-inch Galaxy Book3 Ultra starting at $2399. Availability begins February 17.

Exhibit 1: Samsung Galaxy Book3 Pro, Book3 Pro 360, and Book3 Ultra in 14 and 16-inch Variants


Samsung is more closely aligning its brand approach across multiple device categories for flagship products with Pro or Plus models, and an Ultra model at the very top. This alignment speaks to their mantra of promoting their entire consumer electronics line-up as an ecosystem to boost sales across the company. It’s not just marketing – Samsung has software features that tie this ecosystem together more closely.

For more details, clients can access the report here and in the TechInsights platform.