Samsung has appointed Mauro Porcini as its first-ever chief design officer, aiming to revitalize its product aesthetics. Previously known for his work at Pepsi, Porcini faces the challenge of elevating Samsung's design amid competition from brands like Apple and Nothing. The move comes as Samsung's vast product lineup is often viewed as lacking distinctive style.
Samsung, a tech giant with one of the largest product lineups including phones and TVs, has long been criticized for its uninspired design approach. The company is consistently seen as an "also-ran" in the style stakes, trailing behind competitors who have developed instantly recognizable design languages. For instance, Nothing has forged a distinctive aesthetic, while Apple remains one of Samsung's fiercest rivals in innovation and visual appeal.
In a bid to address this, Samsung has brought on Mauro Porcini, dubbed the "Pepsi Man" for his tenure at PepsiCo, as its inaugural chief design officer. This appointment, highlighted in a Wired article published on October 25, 2025, underscores the urgency of the task ahead. Porcini's role is unprecedented for Samsung, signaling a strategic pivot toward more compelling and competitive designs.
The keywords associated with the story—design, Samsung, phones, TVs—point to the focus areas where improvements are needed most. With Apple setting a high bar, Porcini's challenge is immense, but it could position Samsung to stand out in a crowded market.