Samsung is aware just how important its latest flagship smartphones - the Galaxy S7 and Galaxy S7 Edge - are as a means to claw back some valuable market share from Apple and fend off intensifying competition from Chinese players Xiaomi and Huawei.
During the phones' launch at Mobile World Congress (MWC) in Barcelona, its head of brand and product marketing, Rory O'Neill said: "We have to do more than just produce a smartphone, we have to redefine what a phone can do."
However, first impressions from those in attendance suggest the Galaxy S7 smartphone is "less a ground breaker – and more a greatest hits album". That's in reference to the reintroduction of a couple of features which were absent from the predecessor: a microSD card slot integrated into the SIM slot on the top of the device and water-resistance to 1.5 metres.
"There's nothing wrong with playing the hits," says the Wall Street Journal. "But [we were] also left wondering if that's enough."
It remains to be seen whether the Galaxy S7 and Galaxy S7 Edge boast enough new features to convince buyers to pay Samsung's premium, with equally exciting but cheaper models now on the market.
Samsung hopes that new features like a brighter F1.7 lens – containing bigger pixels which let in 36% more light, making it more effective in low-light conditions – will do the trick.
The Galaxy S7 has a flat 5.1in screen but a curved glass back, while the larger Galaxy S7 Edge has a 5.5in screen that is curved at the left and right-hand edges.
Both models run the latest version of Android 6.0 Marshmallow, have 4GB of Ram for improved multitasking and 30% more powerful processors with "thermal spreader" water-cooling technology to avoid the phones overheating.
In addition, the smartphones will be packed with significantly larger batteries, with Samsung banking on winning buyers over with the promise of having to plug their device in less regularly.