The Samsung Galaxy S4 is old news. Sure, it's a great smartphone - as you'll see in our in-depth review - but now all eyes are firmly locked on the Samsung Galaxy S5.
The Samsung Galaxy S5 was launched at MWC 2014, with Samsung's fifth Unpacked conference packed with journalists looking to see what the latest Galaxy device holds.
All the big smartphone manufacturers are relatively entrenched in annual product cycles now, which means we can usually predict when they will launch their headlining products.A 'toned down' launch was likely after the New York Times reported that Samsung was going to lose the theatrics for the next launch of its handset - something which would have made a lot of us very happy after the awful 'Broadway' unveil for the S4.
But we did have to sit through at least two songs by an orchestra, which was lovely but seemed to take forever.
And you will be waiting a little bit for the Galaxy S5 too. Samsung isn't doing an Apple-style one week turnaround, as the official Samsung Galaxy S5 release date is actually April.
In terms of price there's no point hoping that Samsung might offer the Galaxy S5 at a more competitive rate than its predecessors, coming in at £599 in the UK with other regions still to set their own prices.
The Galaxy S5 is crammed full of new tech and thus the price tag makes a certain degree of sense - we're still waiting to see where it will land when it comes to contracts, but it will be at the higher end.
