The next generation is just a few weeks away for the world's hottest smartphone without a piece of fruit on it.
The Samsung Galaxy S IV will be unveiled March 14 at a New York event, the company announced Monday.
The release will mark the latest assault in what's rapidly become a two-phone race for supremacy on the mobile landscape.
Samsung confirmed the plans at Mobile World Congress, the massive tech show currently under way in Barcelona, Spain. Samsung unveiled a new tablet there but, taking a page from Apple's playbook, opted not to roll out its flagship phone during the crowded event where many rival products are clamoring for attention.
"We introduced the Galaxy S III in London last year, and this time we changed the venue (to New York) ... as we were bombarded with requests from U.S. mobile carriers to unveil the Galaxy S IV in the country," J.K. Shin, the head of Samsung Mobile, was quoted as saying by Korean media.