Only seven days separates the world from the new Galaxy S4, but as the clock ticks down on Samsung's new smartphone release - what can we expect?
Set for launch at the 'Samsung Unpacked 2013 Episode 1' event on March 14 in New York, the grinding wheels of the non-stop tech rumor mill are beginning to gather momentum.
Apparent internet leaks report to a larger screen for Samsung's flagship product, with smartphone expert @evleaks suggesting the phone will have a super AMOLED screen, a 13-megapixel rear camera and LED flash.
Crossing over to America however, and the New York Times believes Samsung's next big smartphone "will have a strong focus on software."
Tracking user's eyes to determine where on the screen to scroll, Samsung recently filed a trademark in Europe for the "Samsung Eye Scroll" - leading many to believe this will be a key feature in the release.
Samsung's attempt to steal thunder from other mobile device makers at Mobile World Congress 2013 in Barcelona has certainly worked.
Like eager children desperate for ice cream, the media are hop, skip and jumping around the place trying to grab an inside lead on the South Korean's next big thing.
Samsung usually are keen to say the next big thing is already here, but in this case Apple is out of the picture meaning it's rival can ramp up the pressure, releasing this teaser video below:
Although not one of Samsung's finest cinematic releases by a long stretch, think Super Bowl, Paul Rudd, Seth Rogen and Bob Odenkirk, the video will increase further interest ahead of the launch.
But after cutting through the pre-launch marketing bullish*t, if Samsung can produce a smartphone that ticks both the hardware and software boxes for innovation - it will live up to it's expectation as the most eagerly anticipated smartphone of 2013.
What do you think of Samsung's Galaxy S4? What are you expecting? Tell us your thoughts below