The negative response following the release of the Samsung Galaxy S5 led to the resignation of the device’s chief designer Chang Dong-hoon. His step-down was a favor for mobile design’s vice president Lee Min-hyouk. Lee originally started out as an auto designer during Samsung Electronics Co. Ltd. (LON:BC94) (KRX:0059935)’s now defunct venture with Renault.

Samsung Galaxy S5 blue

The big decision

Samsung Electronics Co. Ltd. (LON:BC94) (KRX:0059935) released a statement explaining, “The realignment enables Executive Vice President Dong-Hoon Chang to focus more on his role as Head of Design Strategy Team, the company’s corporate design center which is responsible for long-term design strategy across all of the Samsung Electronics’ businesses, including Mobile Communications.”

It is important to point out Lee’s promotion has nothing to do with the rejection of Samsung’s latest smartphone. About two years ago, he mentioned why he took offense when Apple Inc. (NASDAQ:AAPL) accused his company of stealing designs.

Samsung Galaxy designer’s problem

He told Reuters, “I’ve made thousands of sketches and hundreds of prototype products (for the Galaxy). Does that mean I was putting on a mock show for so long, pretending to be designing? As a designer, there’s an issue of dignity. (The Galaxy) is original from the beginning, and I’m the one who made it.It’s a totally different product with a different design language and different technology infused.”

Samsung Electronics Co. Ltd. (LON:BC94) (KRX:0059935)’s line of Galaxy S line of smartphones offer the most competition for Apple. As both companies continue to vie for that number one position, the competition intensifies even more. Apple Inc. (NASDAQ:AAPL)’s iPhone set the standard for smartphones ever since it made debut in 2007. When the Android operating system and subsequent phones debuted, the competition started. Although most Android phones are rather cheap and unreliable, there are a handful of phones that surpass user expectations and Samsung phones certainly fit that criteria. Unfortunately, that also makes the South Korean tech giant a prime target for its rival.