We have all grown accustomed to the yearly refresh schedule at this point, whether or not we actually buy a phone every year or not.

But it looks like LG doesn’t want to keep up that schedule. In fact, it doesn’t sound like LG wants to see itself as launching phones because it has to, according to LG Electronics Vice Chairman Cho Sung-jin. According to the Chairman, LG doesn’t want to launch phones just because its rivals are launching devices, and it may mean that it doesn’t keep up a yearly refresh schedule. Interestingly enough, we may even see more variants of the G- and V-series handsets along the way, too:

“We will unveil new smartphones when it is needed. But we will not launch it jut because other rivals do. We plan to retain existing models longer by, for instance, unveiling more variant models of the G series or V series.”

That would be a big shift, to be sure. LG and Samsung have been going head-to-head in the early part of the year, for quite some time, with the former company launching the G-series handsets, and the latter launching its Galaxy S flagship brand. And then again, later in the year, Samsung has typically launched the Galaxy Note phablet, while LG has turned to the V-series device as its competing product.

It will be interesting to see what this turns into. The suggestion that we could see more models of both the G- and V-series handsets seems to suggest that while LG might not stick to the yearly refresh cycle, we could see just a bunch of different devices released throughout any given year with these brands.

Do you think that strategy will work for LG?