LG is planning to rebuild the LG G7 smartphone from scratch, according to reports emerging from the firm’s South Korean homeland.
According to The Korea Herald’s sources, LG’s rethink will delay the launch of the flagship handset until April at the earliest.
LG CEO Jo Seong-jin has reportedly ordered the company’s engineers to halt work on the phone, ahead of a full review of the plans.
An unnamed LG official said: “Right after the vice chairman made the announcement at the Consumer Electronics Show last week, a direct order was sent down to the working-level officials to start over.
“A new decision on a possible launch date will be released around the Lunar New Year holiday next month,” he said.
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LG had initially planned to reveal the G7 at Mobile World Congress in Barcelona at the end of next month.
While, LG’s introspective willingness to revisit the forthcoming release is admirable, a full rebuild in a space of just three months looks like a tall order.
It appears more likely LG is looking to refine the handset to make it a more attractive proposition ahead of its launch.
Just last week we heard LG is planning to relax its flagship release schedule, rather than simply pumping out a new device every single year. Instead, the company will release a greater number of variants of its flagship devices such as the G- and V-series phones.
“We will unveil new smartphones when it is needed. But we will not launch it just because other rivals do,” the company said.
It’s also thought LG might be changing the name of the G-series phones altogether, but that remains to be seen.
Is LG taking the right approach by taking another look at the G7 prior to release? Drop us a line @TrustedReviews on Twitter.