Here’s something you have to respect if true: LG Electronics’ CEO has reportedly ordered a reboot of the forthcoming LG G7.

The flagship smartphone was expected to debut at or around MWC 2018, as per previous G series phones, but it appears that won’t be the case.

According to The Investor, who quoted an ‘anonymous company official’, the development team was ordered to halt the work it was doing and start over again.

“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,” said the source.

A new start

It looks like LG’s smartphone business is set to undergo big changes, with reports of alterations to the name – calling into question whether we’ll see the G-series continued, or whether a new moniker is adopted.

LG’s smartphone business has posted losses regularly as it struggles to compete in an incredibly-saturated market, and pressure from lower-cost rivals has made it hard to turn a profit at the flagship level.

With that in mind, it makes sense that LG’s chief would order a reboot – the LG G2 and G3 both succeeded thanks to lower price points combined with an impressive spec list, but in recent years the cost has steadily risen and made it hard for LG to stand out.

So if the LG G7 – or whatever it’ll be called – appears later in the year but with an impressive feature set, it’ll be worth the delay for the brand.

Source: techradar.com