Samsung has revealed a new initiative that will offer iPhone users the ability to borrow a Samsung for a month.
Ultimate Test Drive is the name of Samsung's latest attempt to pry those iPhones from people's fingers and replace them with shiny Samsung equivalents.
We should mention early-doors that this is a Samsung America initiative, so it's not available to UK customers at present. But if it proves to be a success, who knows?
It works like this: Samsung wants US iPhone users to try out the new Samsung Galaxy S6 Edge+ and the Samsung Galaxy Note 5 for free for 30 days. These loan phones will come with a free activated SIM card, and it doesn't appear as if they need to be on a specific carrier.
Would-be customers must enrol in the test programme from their iPhones. There are no obligations to buy come the end of the 30 day trial.
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With Apple set to release new phones in a month's time (with an announcement likely a matter of weeks away), it's clear that Samsung wants to grab every last sale it can.
Samsung's operating profits dropped four percent in the latest quarter, despite the launch of the well-received Samsung Galaxy S6. This prompted the company to bring the launch of the Samsung Galaxy Note 5 and Samsung Galaxy S6 Edge+ forward from its usual late-September slot.
Check out how the Samsung Galaxy S6 Edge+ compares to the Galaxy S6: