Last year the LG G6 appeared before any of its rivals. He did it with the 18: 9 format that would end up seizing the industry but damaged in its processor.Now the manufacturer has changed its strategy and has waited for other proposals to appear first to want to attract us with its new LG G7 ThinQ, a striking but hardly differential terminal. Does it make sense to launch something later than the competition?
Better late than never
The question has a simple answer: arriving later may make sense if the arguments for the delay are consistent. Last year, for example, it would have made sense to delay the LG G6 to make it appear with the Snapdragon 835 instead of appearing with the Snapdragon 821.
This year the thing is something more complicated. We are facing a terminal that does not have fundamental differences with respect to the competition, and that makes this delay seem artificial. Like embracing “we are newer than the rest” when in reality they are not so new.
It is what at least the LG G7 ThinQ transmits to us that we are not very fond of that last name to begin with. The brand and the family are already popular enough to want to differentiate themselves with that ‘ThinQ’ that LG also used with the recent LG V30S ThinQ.
In fact, this terminal seems a twist of that last ‘rehash’ that LG wanted to make the V30. Slightly change the dimensions and some specifications like the second rear camera (16 MP instead of 13 MP), but there are no revolutions. Not much less.
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Too much continuity
In a market like mobile phones where differentiation seems fundamental, we find ourselves with a proposal that arrives a little later and without clear tricks.
There is a commitment to quality sound, of course, but it is a bet that is already inherited from previous terminals (the DAC is copied from the LG V30S ThinQ, the great ESS Saber ES9218) and that even though it is interesting, it does not attract too much attention.
In fact, that section has lights such as the aforementioned DAC, the presence of the headphone jack (well to keep it) but also shadows: we have a single speaker in the “chin” of the terminal against more ambitious bets from other manufacturers who prefer to use dual configurations.
In this so continuous release of LG, there are certainly curious elements. For example, that physical button dedicated to the assistant of Google (at the moment not “remarkable”) or that screen IPS LCD ‘Super Bright’ that according to LG far exceeds the reputed OLED.
And then there is, of course, the notch, that element of design that LG here has wanted to sell us with an exaggerated name: the ‘New Second Screen’ has little new, and even less the second screen.
That notch that seems to define the ‘premium’ mobiles of this season does not bring back any practical advantage or clear argument for its presence. It can be hidden by software, as in the Huawei P20 and Huawei P20 Pro, but once again we find a design element that is there, as in the rest of the terminals of the market that have copied the iPhone X, by aesthetic posturing.
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Artificial intelligence may not be enough
In fact, LG believes that artificial intelligence could be the true magic component of these terminals. An artificial intelligence that is above all there to contribute to photography and that will have to show that it can make a difference.
Can he do it? The AI Cam function that we have already seen in previous models now gains in new categories of scene information (up to 18). The manufacturer has “trained” this artificial intelligence engine to recognize scenes and objects and select the preferences that best suit each specific shot, but it remains to be seen what the final result of that combination will be.
The new sensors promise less distortion at the edges and also greater detail in all shots (including selfies). LG includes a new portrait mode with the possibility to adjust focus after shooting or that new bright mode for low-light shots, but it is difficult to know if those improvements will be able to compete with that optical stabilization or ‘super-zoom’ offered by the P20, for example. Pro and its three sensors.
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LG did not do well being original
The truth is that LG’s bet is especially similar to that of its competitors in the high range, both those who have already left and those who will do so in the coming months.
That is probably the most surprising thing about this new bet: the LG G7 ThinQ departs from the courage and originality that did not serve much in the past. With this iteration, we find a bet much more similar to the competition even when there are still aspects that separate it from the rest.
Will those aspects be sufficiently different? It is difficult to know without having analyzed the new LG G7 ThinQ, but we hope to do it very soon to draw much clearer conclusions. Until then the flagship of LG raises many unknowns. Too many, maybe.
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