With the Samsung Galaxy S9 arriving soon the pressure is on LG to compete and end a streak of losses in the mobile market. The future is confusing though with the LG G7 supposedly ditched, name changed and delayed.

Will it be called the G7?

LG is reportedly abandoning its G branding, according to reports. An LG official speaking to Digital Daily said:

“LG is preparing a new brand strategy for the G series in the first half of the year. Numbering the phone with a two-digit number and rebranding the phone with a new name are some of the options on the table".

It's not unusual for LG to leak details on its flagships, as has been its strategy for some time now. But it usually comes in the form of official press releases, so we will have to wait and see if what we assumed would be called the G7 takes another name - presumably to awkwardly bring it in line numerically with the iPhone 10 (X) and the Samsung Galaxy S9.

A possible name appears to be the LG Icon as evleaks points out the firm has trademarked the name for a phone along with 'Iconic' for a smartwatch.

For now, we'll call it the G7.

When is the LG G7 UK release date?

The new LG G-series flagship typically arrives a day ahead of MWC, which in 2018 would put its probable launch date as Sunday 25 February.

However, a report claims that LG might even be cancelling the phone. The Investor says LG's Vice Chairman and CEO, Jo Seong-jin, has issued an order to the mobile department to halt all current development of the G6's successor and start from scratch.

That sounds like a sizable delay then, but the site says the replacement could arrive in April.

It's also been reported that LG will even stop doing an annual release for flagship phones saying: "We will unveil new smartphones when it is needed. But we will not launch it just because other rivals do. We plan to retain existing models longer by, for instance, unveiling more variant models of the G series or V series."

It's all a bit confusing with a mention of the G series and other variants so we'll have to wait and see what LG has in store.

LG G6

How much will the LG G7 cost in the UK?

We're speculating on the LG G7 price for now, since there are no credible rumours.

Phones have increased in price recently – partly due to Brexit and the value of the pound - so it's expected that a flagship device costs in excess of £600. The LG G6 cost £649 and we expect the LG G7 price to be about the same... and then fall quickly in the months afterwards.

What are the rumoured features and specifications?

Design

It seems the phase of modular phones is pretty much over and even if it's not, we don't expect LG to go back to it for the G7. We're expecting another combination of metal and glass.

We wouldn’t be surprised if the fingerprint sensor is moved from the rear of the phone to underneath the display. This is a feature we're about to start seeing a lot more of, even in 2017 so it may well be normal by the time we reach 2018.

As well as the fingerprint scanner there is expected to be an iris scanner, and a patent has been unearthed for just such a feature that will allow you to lock the phone and protect sensitive data. Although iris scanners usually work with infra-red, LG has developed a camera that can switch from IR to a regular one.

Processor

The LG G7 is almost certainly going to come with Qualcomm's new 7nm Snapdragon 845 chip.

Key new features offered by the Snapdragon 845 include a secure processing unit (SPU) that Qualcomm says offers "vault-like security" with the microprocessor, memory, crypto engine and random number generator all sitting on its own power island. Performance and battery life will also improve, thanks to an octa-core Kryo 385 CPU with four 2.8GHz high-power cores and four 1.8GHz low power cores; the 845 is 30 percent more efficient than the 835 for gaming, video and AR/VR, says Samsung.

Qualcomm's new super-fast X20 LTE modem is built-in, offering CAT 18 speeds of more than 1Gbps, as well as an enhanced Spectra 280 image signal processor. Qualcomm has bumped up video recording potential to Ultra-HD, and added in various AI improvements.

LG fitted the G6 with the older Snapdragon 821 (rather than wait for the 835) so being the first with the 845 would be a big win. 

LG Display OLED flexible

Screen

We're expecting another dual-camera setup and decent core specs. The main question is what LG will do with the display after introducing an 18:9 aspect ratio with the G6. There are rumours that the firm will switch to OLED for the G7.

Keeping an eye on LG Display is the best bet as the display using in the next flagship phone is typically announced in advance. This branch of the company recently showed of a 77in flexible and transparent OLED display (above) so we're wondering if some of that technology might find its way into the LG G7.

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