While many of us will be eagerly awaiting the launch of the Apple iPhone 8 later today, it's by no means the only smartphone that is generating excitement.
According to Samsung, demand for its Galaxy Note 8 device has considerably exceeded expectations, with the number of pre-orders more than doubling those it saw for the Note 7.
Some 395,000 devices were sold on the first day of pre-orders, while figures for the first five days show that pre-orders for the Note 8 are about two-and-a-half times those for its predecessor a year ago.
We doubt that the timing of this particular announcement is coincidental, given the hype and build-up towards Apple's iPhone launch.
After all, it's a reminder both to the industry and to consumers that Samsung is also a major player in the smartphone market and is a force to be reckoned with.
That's why it can afford to be ambitious, as it has not only been talking up demand for its Note 8 device, but also highlighting where it wants to take the brand in the future.
Koh Dong-jin, president of the mobile business at Samsung Electronics, confirmed that the company wants to release a smartphone with a bendable display as part of the Galaxy Note range some time in 2018.
Speaking to reporters, he said: “As the head of the business, I can say our current goal is next year. When we can overcome some problems for sure, we will launch the product.”
While Koh didn't specify the nature of the problems Samsung is facing regarding its planned foldable phone, the clear implication is that creating a thin device with top-of-the-range features is taking time.
Samsung's timing clearly shows it means business amid all the excitement around the iPhone 8, so we're eagerly awaiting whatever it will come up with next.