How does a tech firm respond when a competitor launching their newest and most advanced product yet? That's right, blow them out of the water.
As Apple launched three new phones yesterday (iPhone 8, iPhone 8+ and iPhone X), Samsung knew it had to respond, and so it announced its progression from something it first floated as an idea in 2013 - the folding smartphone.
Back then, the tech giants showed that they had already developed prototypes on flexible screens.
And on Tuesday, just hours before Apple's Tim Cook took to the stage, Samsung Electronics president of mobile business, Koh Ding-jin, said in an interview with Associated Press: "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."
A complete step-up in smartphone advancement is something that has been eagerly anticipated from consumers across the globe - the similar rectangular blocks of metal and glass need a shake-up.
Samsung may be the most popular smartphone maker out there currently, but has faced severe competition from the likes of Apple in a congested consumer market.
The Korean company is also rumoured to be building its own artificially intelligent speaker to rival the Amazon Echo, Google Home and Apple HomePod.
Koh did not give any other information about the smart speaker, when it will launch, or whether it would be bundled with the foldable phones he mentioned.
At the moment, that means the Samsung Galaxy Note 8 will lead the company's line in the battle of the smartphones, with Apple's new three-model range.
There are talks of an S9 being launched in January, but some months behind Apple's September-November release date for the iPhone 8 and iPhone X respectively.
If it can make it more affordable, then Samsung could win the price war. Apple's new iPhone X has a minimum price of $999 (£752 according to current exchange rates, £999 according to Apple), but the 256GB version begins at $1,149 (exchange rate: £864, Apple rate: £1,149).
However, despite the time to make sure the model is the highest standard it can be, Apple's iPhone's remain behind the Galaxy range in terms of screen brightness.
Upgraded features for the latest iPhone range include: wireless charging, fast charging support, and Galileo support.
Featured Image Credit: Samsung