Launched almost one-year ago, Samsung’s Galaxy S5 failed to impress consumers, reviewers, and even some Galaxy fans. Lacking in both innovative hardware and design, it failed to differentiate itself from other flagship phones such as HTC’s One (M8), LG’s G3, or Sony’s Z3. With sputtering sales—40 percent fewer than the Galaxy S4 in the first three months after release according to the Wall Street Journal—and plummeting profits in its mobile division—down 64% year-over-year in Q4 2014—Samsung needed to shift its focus from better marketing to better design.