BIGGER is better, plastic is definitely out and Samsung is determined to get the jump on Apple.
The electronics giant today announced the global launch of the Samsung Galaxy S6 edge+ and Galaxy Note5.
Samsung says both devices represent their commitment to the booming big screen smartphone market, which the company pioneered in 2011 with the original Galaxy Note.
Samsung has jumped the gun on Apple's September 9 launch of its new iPhone 6 upgrades which are rumoured to include force touch technology used in the Apple Watch.
Apple's introduction of the bigger screen iPhone 6 Plus has given Samsung some serious headaches in recent months.
Experts say "phablet adoption" had increased from 9 per cent in the third quarter of last year to 38 per cent by the last quarter of 2014.
Samsung says the Galaxy S6 edge+ and Galaxy Note5 will boast the best screen technology, the most advanced camera for high quality photos and videos, the latest fast wireless and wired charging, and an incredibly powerful processor.
"With increased 4GB RAM, both smartphones offer the most powerful capacity and processing power on the market, enabling users to enjoy more seamless multi-tasking, keep up with messages, post updates to social networks faster, and enjoy graphic-heavy games without suffering lag time," the company says.
"With its curved 5.7-inch Quad HD Super AMOLED screen, the Galaxy S6 edge+ makes the edge experience even bigger to provide a more immersive multimedia experience,'' Samsung said in a statement after its 1am launch in New York.
"The newly-designed Galaxy Note5 provides an unmatched set of productivity tools such as SideSync, along with a much refined 5th generation S Pen capabilities to better serve the major multitasker.
Samsung Pay will launch in Korea on August 20 and in the U.S. on September 28. It is expected to be launched in Australia in 2016.
It will be protected by Samsung KNOX, fingerprint verification and digital tokenisation.
It will work with both MST (Magnetic Secure Transmission) and NFC (Near Field Communication) technologies, bringing consumers closer than ever to a world without wallets.
Galaxy Note5 perfect for multi-taskers
Inspired by the design legacy of the Galaxy S6, it ergonomically fits in one hand with a narrower bezel and curved back.
The flat screen is great to write on and the curved shape makes it easier to use the phone with one hand.
Engineered to help people get more done faster, the Galaxy Note5 includes all new S Pen that feels more solid and balanced in the user's hand, offering improved writing capabilities and a variety of practical tools.
A unique clicking mechanism offers a joyful experience of popping the S Pen out with just one quick click.
Users can now quickly jot down ideas or information when the screen is off without even unlocking the phone.
'Air Command' feature gets more intuitive and practical as well; now the icon hovers for instant access to all of S Pen tools from any screen at any time.
Users can also annotate on PDF files and capture lengthy web articles or long images at once via 'Scroll capture.'
Some of the poor puns featured at the Samsung launch...
The Galaxy S6 edge+ and Note5 also feature 4K(UHD) video filming and Live Broadcast, which lets users instantly live streams Full HD video straight from the phone to any individual, group of contacts, or even the public through YouTube Live.
Anyone who receives the YouTube link from a Galaxy S6 edge+ or Note5 user is able to enjoy live stream video from his or her smartphone, tablet, PC or Smart TV with YouTube connectivity.
Galaxy S6 edge+ and Galaxy Note5 users will also benefit from Samsung's advanced camera system, including Quick Launch (double click the home button to launch the camera in less than one second*), Auto Real-time High Dynamic Range (HDR), and Smart Optical Image Stabilization(OIS) and brand-new filters.
The Galaxy S6 edge+ and Note5 feature Samsung's fast wired and wireless charging technology and the embedded wireless charging technology is compatible with virtually any wireless pad available today.
With wired charging, both devices can be fully charged in approximately 90 minutes, and through Samsung's latest wireless charger, they can be fully charged in approximately 120 minutes.
Both have 32GB or 64GB storage options available in White Pearl, Black Sapphire, Gold Platinum and Silver Titanium.
Update your news preferences and get the latest news delivered to your inbox.