SAMSUNG is believed to be bumping up the launch of its next flagship Galaxy S smartphone to compete head-to-head with Apple.
Samsung is expected to bring forward its Samsung Galaxy S7 smartphone launch to January in an attempt to compete with rival Apple.
The South Korean technology firm has previously announced its flagship smartphone on the sidelines of the Mobile World Congress tradeshow, which is held between late February and early March.
But the hugely popular Android manufacturer is believed to be hard at work to bring the event forward.
A separate January event will be held to launched the new Samsung Galaxy S7, according to unnamed sources quoted in the South Korea Electronic Times.
The technology firm unveiled its Galaxy Note 5 and Galaxy Edge + smartphone during a standalone event in August ahead of its typical September announcement alongside IFA.
Apple released its latest smartphone models – the iPhone 6S and iPhone 6S Plus – in September.
The headline feature of the new Apple smartphones is 3D Touch, which brings pressure sensitivity to the 4.7 and 5.5inch displays.
Samsung is expected to unveil its own version of the technology, based on a technique developed by Synaptics, at the launch of the Samsung Galaxy S7.
Samsung is expected to include pressure sensitive displays with the new Galaxy S7
The new Samsung smartphone is expected to hit UK shelves in January
The pressure sensitive technology will allow Samsung to add more control options to the display than the traditional swipe, pinch and tap used on multi-touch smartphones.
The ClearForce technology will be able to control scrolling speeds with pressure, add new ways to zoom and pan over photographs, summon hidden contextual menus, according to Synaptics.
Unfortunately the success of the technology depends on the implementation by Samsung.
Different Android manufacturers could use the technology in different ways, too.
This could lead to a dramatically different experience on Samsung, as opposed to HTC, for example.
Google would have to incorporate pressure sensitive technology within its pure version of Android to create some consistency.
However Samsung has a history of making new technology popular through its Galaxy smartphone range.
In recent years, the South Korean firm has helped to popularise features such as heart-rate sensors and fingerprint readers.
Samsung is expected to continue using its award-winning curved display technology, albeit only in the larger of the two Galaxy smartphones.
It is believed the Galaxy S7 will ship in 5.2inch and 5.8inch models, with only the 5.8inch model getting the curved Edge treatment.