LG's new smartphone is called Velvet to evoke 'lustrous smoothness and premium softness'

LG new premium mid-range smartphone will be known as the LG Velvet forthwith a new announcement from the company has revealed. The device picks up an official name after being teased in some sketches just a couple of days ago. Apart from a signature 'raindrop' rear camera arrangement, the “3D Arc” design otherwise looks like it wouldn’t be out of place in Samsung’s smartphone line up.

The LG Velvet is expected to get a full unveiling on April 15, just a few days away, so we shouldn’t be left holding our breath too-long in terms of its specifications. If you were hoping for a Snapdragon 865, it appears that chipset will be solely reserved for the LG V60 ThinQ, currently on sale in North America. The rumor mill points to either a Snapdragon 765 or 765G which should help to keep its price competitive, even if its performance might be a little off flagship pace.

As a new design direction for the company, we remain hopeful that it might debut other interesting technology. LG has often brought new features to market first, even if they haven’t always been successful. This time around, the apparent lack of a camera notch or punch-hole camera points to an under-screen selfie camera as a real possibility. LG needs to turn its fortunes around and that could be a good way to draw some positive attention.

Our new branding reflects current trends of addressing the unique personal tastes and emotions of the individual with a greater emphasis on design. It’s a more intuitive approach that we are confident will resonate with today’s consumers and help us to establish a clearer brand identity.

-- Chang Ma, senior vice president of product strategy at LG Mobile Communications