When the world’s largest mobile phone maker unveils its latest top-end offering the tech world looks up from its touchscreen - for a moment.
Sunday’s launch event for Samsung’s newest flagship phone, the Galaxy S6, at Mobile World Congress in Barcelona, Spain, drew thousands of tech journalists, video bloggers and industry figures.
With more than a nod towards Apple’s own theatrical launch events, the phone was unveiled over the space of 45 minutes, accompanied by clouds of dry ice, 360-degree video projections and rapturous applause.
The new model's selling features include super-fast wireless charging, a camera with greatest light sensitivity and additional controls for its Android operating system.
The announcement of a new phone is always cause for anxiety at mobile manufacturers, but for Samsung the worries run deep.
Their last flagship, the S5, fared poorly with consumers in large part due to lacklustre design and between 2013 and 2014, their global market share dropped 10 percent from 34 percent to 24 percent - a change that represents a shortfall in the millions of units.
In that time, rival Chinese manufacturers Huawei, Lenovo, and budget phone maker Xiaomi have been experiencing rapid growth.
At the end of 2014, Xiaomi were ranked the world's most valuable start-up with a valuation exceeding $46bn.
Globally, approximately two billion people are currently using internet-connected smartphones.
In the next five years, that number is set to double.
With huge projected market growth and stiffer competition than ever, it's easy to see why Samsung are betting big on the S6.
Source: Al Jazeera