https://www.cnet.com/news/galaxy-f-would-be-a-terrible-name-for-samsungs-first-foldable-phone/

Any product marketer will tell you that names matter. Brands can spend hundreds of hours on market research to select the right name that conveys the right message to buyers. Pick wrong and you might fail to connect with your desired demographic or worse, offend them in their native land and language.

Both negative connotations for "Galaxy F" would open up Samsung to endlessly creative criticism akin to the worst online bullying, especially if the foldable phone turns out to be anything other than "s" for "stellar." (For the record, the "S" in Galaxy S stands for "Super Smart.")