But new research from price comparison website Idealo shows that those who wait to pick up Samsung's newest handset will be rewarded with a big saving.
Tracking the price decline of four previous Galaxy models for the six months following their release, Idealo was able to forecast the price decline for the upcoming S7.
Those who wait for three months after the March 11 release will be able to get the S7 for as much as 21% cheaper than the launch price, according to the research.
What's more, those who can restrain themselves for 6 months are set to benefit from a 28% saving.
Related: Galaxy S7 vs Galaxy S6
The Samsung Galaxy S7 handset can be pre-ordered for £569, while the S7 Edge will cost you £639 to pre-order.
Consumer Affairs editor for the site, Katy Phillips, said: "Nine years on from the emergence of the contemporary smartphone, we are seeing a division in the consumer behaviour towards new smartphone purchases – on one side we have the tech addicts who will queue up overnight and pay whatever it costs to be among the first to get their hands on a new device.
"On the other side, there are increasing numbers of savvy consumers, who want the newest smartphones, without it costing over the odds.
"Just because high-end smartphones arrive with a hefty initial price tag, a little patience means there is no need to compromise on specification.”
The graphic below is a nice summation of the findings, but most interesting is the decline in interest for the S6 Edge following the launch of both models.
Related: Galaxy S7 vs Galaxy S7 Edge
Will you be waiting to pick up the Galaxy S7? Let us know in the comments.