Samsung is apparently bringing the release date of the Samsung Galaxy Note 5 forward in an attempt to pre-empt Apple.
If reports are to be believed, the South Korean manufacturer is taking decisive action with its next major phone release.
According to The Wall Street Journal, Samsung will pull the launch of its next flagship phablet forward to mid-August. The aim is obvious - to beat the iPhone 6S and iPhone 6S Plus to market.
Indeed, it's the launch of Apple's iPhone 6 Plus last year that likely prompted the company to consider such a change. For the first time, Apple offered a direct phablet competitor to the Note series, and one that was announced and launched before the Galaxy Note 4 hit shops.
If it pans out, the Galaxy Note 5's change of release date would likely give the next large-screen Samsung phone a whole month's head-start over its great rival. A month of uncontested sales seems to be just what the doctor ordered right now.
This would also mark a big change in the way Samsung presents its oversized range to the world. The company typically launches a new Note every year at the IFA conference in Berlin, which always takes place in September.
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Naturally, that won't be possible within this proposed new time frame, so Samsung will have to create a launch event from scratch. According to the report, this will take place in an as-yet-unnamed US city.
Find out how the Samsung Galaxy Note 5 is shaping up the following rumour round-up video: