Twenty-four hours after a new flagship smartphone debuts, we’re meant to be excited, and that means the LG G7 ThinQ has a problem. Yes, the name is silly – it’s pronounced “Think-Cue” not “Think,” incidentally – and sure, the notch is controversial, but LG’s biggest issue is apathy. A new smartphone is meant to be exciting. The G7 ThinQ is not.

On paper, certainly, it’s competitive. A sizable 6.1-inch screen, a pair of capable cameras on the back, and Qualcomm’s latest Snapdragon silicon inside. There are buzzwords and ambitious branding attempts galore, too, just like its key Android and iOS rivals. You could easily imagine LG’s board asking itself, “if it works for them, why isn’t it working for us?”

This isn’t exactly a new situation for LG to find itself in. The company has struggled to find its niche, arguably since the G5 in early 2016. That marked the phone-maker’s push into modularity, an effort that was not only aborted soon after, but which one LG hardly seemed committed to even as it was launching the phone on day one. The G6 followed, only to have its flagship status questioned when LG also announced the V30 in the same year.
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