In the past few months, Samsung has been adamant that it is not working on a successor to the Samsung Galaxy S5 as of yet, as well as stating that there are no plans in place for a premium device to come in at a higher price point than its current flagship.
However, despite various denials from the Korean company, rumours have not gone away, and most still believe that Samsung will spring a surprise on us at some point in 2014 with a new up market handset that will blow everyone away.
The reason for the rumours is simple – competition at the top end of the market is hotting up, and many believe that Samsung is starting to lose its grip thanks to a wealth of very strong competitors.
For years, the Galaxy range has been the device of choice for those not using Apple iPhones but still looking for a premium device. However, there are now more and more high-level phones coming to market, and it's no longer that simple for the Korean firm, which is still the largest smartphone seller on earth.
At the moment, the HTC One M8, the Sony Xperia Z2 and the Apple iPhone 5S are all real competitors to the Samsung Galaxy S5, and for many people, they outstrip the latter. The plastic chassis on the Samsung device is its main downfall, feeling a little less quality in build than the glass and aluminium that are used in its competitors.
Others believe that the arrival of quad HD displays is the main driver behind the rumoured Samsung Galaxy F, especially now that the LG G3 will be coming to the market with a screen that far outstrips the full HD variants that most of the top-end devices have at the moment.
So what do we know about the potential new handset at the current time? Officially, nothing of course, since Samsung denies the F even exists, but the experts have still put predictions together.
This will be one of the sorest points for Samsung fans. It's only been a couple of months since the Galaxy S5 came to market, so now we're in a position where the F would likely cost a lot more since it would be a step up from the current flagship.
No one's prepared to put a solid guess in yet, but TechRadar reckons Samsung will charge you 'a lot more' than the Galaxy S5's current price.
The major changes we are likely to see with regards to any new phone are going to be the screen and the chassis, as Samsung looks to plug the gaps that other manufacturers have started to exploit.
The display is likely to be – according to the majority of bloggers – a 5.2-inch, 2,560 x 1,440 screen.
Meanwhile, various Reddit leaks – despite the potential for them being fakes – have shown that the handset may well have a very sleek looking metal casing.
So, although we officially know nothing, rumours continue to build over the release of a new Samsung handset. Only time will tell how true they turn out to be.