Samsung responds to Apple’s iPhone X with new flagship Galaxy S9

Samsung Electronics Co. grabbed center stage in Barcelona at Mobile World Congress with the unveiling of its latest flagship handset: the Galaxy S9.

The South Korea-based technology giant is banking on new features such as augmented reality-based emojis, camera upgrades, and stereo speakers in a form-factor similar to last year’s model to take on Apple Inc.’s iPhone X. It also wants to calm concerns about a possible slowdown of its component business, and Vice Chairman Jay Y. Lee’s ability to manage the company following his legal saga.

“The S9 is such a high-visibility flag bearer that Samsung has to keep pushing the envelope aggressively with it,” said Bryan Ma, vice president of devices research at tech analysis group International Data Corp. “My worry, though, is that the product seems like a mere incremental ‘me too’ set of improvements rather than anything that significantly differentiates it.”

About 1,500 people showed up to watch the release around a stage surrounded by screens. In demos, Samsung executives zeroed in on how when coupled with intelligent assistant Bixby, the camera -- the most distinctive feature -- lets someone translate a restaurant menu, try on make-up and make emojis that look like their face. It also recognizes meals to register calories into the Samsung health app.

“The camera will be an important component” to help the S9 stand out from Apple’s iPhone X, Samsung Chief Marketing Officer David Lowes said in an interview in Barcelona. “It’s often the No. 1 feature people consider. What could be a real differentiator is the intelligence behind the camera.”

While Samsung is challenging the iPhone X’s Animoji feature with its on take on the phenomenon, the company isn’t fighting Apple’s new design. The new Samsung phones, which come in the same 5.8-inch and 6.2-inch screen sizes, look similar to last year’s phones save for slightly slimmer bezels on the top and bottom.

The new models are cheaper than the iPhone X, which starts at $999. In the U.S., prices range from $720 for the S9 on T-Mobile US Inc.’s network to $930 for the larger S9+ through Verizon Communications Inc. Bloomberg News reported the launch plans in December.