Samsung is currently laying out the blueprints for next year’s big flagship release, the Galaxy S6, it has an interesting code name.

“oject Zero” is supposed to be Samsung’s return to the smartphone drawing board, its name supposedly alludes to the fact that next year the company will debut an entirely reimagined device.

According to SamMobile’s insiders, the company plans to make it its best phone yet—or something like that. It’s currently debating what type of display to equip it with, whether it will have a 16-megapixel or 20-megapixel camera sensor, whether its front-facing camera needs a sensor upgrade. The company is apparently also considering equipping it with the upcoming Snapdragon 810, Qualcomm’s first high-end 64-bit mobile processor.

The story behind the story: The company is known for its constant barrage of new products, not for the time it takes to refine those devices. And from the sound of it, it’s not doing anything differently—just cramming a bunch of new hardware into a cheaply produced body. Samsung’s biggest problem isn’t low-end hardware, it’s a lack of premium build materials refined design. Nothing in SamMobile’s report suggests that the Galaxy S6 is changing all that.

Samsung is facing a troublesome revenue profit decline because of this practice. oject Zero is supposed to be “the next big thing” that breathes life back into the company, but that means moving away from cheap plastic materials toning down Samsung’s intense software customizations. Users have consistently clamored for both, reviewers have knocked it down for failing to deliver on what’s been asked of them. 

If Samsung is really going back to the drawing board starting from square one, it needs to—pardon the cliche—listen to the people. know it’s possible: The recently released Galaxy Note 4 is prime example of what happens when Samsung listens to its customers. If it doesn’t, consumers will continue to look to other manufacturers, which will be detrimental to Samsung’s overall reign as Android Device Maker Supreme.