Samsung has officially confirmed what the rumor mill has known for weeks. The Korean electronics giant has sent out press invites for an Unpacked event in New York on March 29th. Samsung is widely expected to unveil the Galaxy S8 at the event. The company has historically announced new Galaxy S phones at the Mobile World Congress (MWC), but the Galaxy S8 was absent from Samsung’s MWC event this year.

Samsung Galaxy S8
Image Source: Samsung Mobile / YouTube video (screenshot)

Samsung teases Galaxy S8 at MWC

At this year’s MWC press conference, Samsung focused on an updated Galaxy Tab 3 tablet. It also unveiled the new Windows 10-powered Galaxy Book 10 and Book 12 tablets. Samsung also showed off a new hand-held controller to go with the Gear VR headsets. Towards the end of its Sunday keynote, Samsung took some time to tease the Galaxy S8.

Samsung did not mention when the phone would go on sale. But rumors indicate that the Galaxy S8 would hit the store shelves on or around April 21st. The Korean behemoth was forced to delay the S8 launch to figure out the cause of Galaxy Note 7 explosions and deal with the massive recall. Samsung has stepped up quality control and safety procedures to avoid a repeat of the Note 7 disaster.

Galaxy S8 represents the ‘start of a new era’

In the absence of the Galaxy S8, rivals such as LG, Nokia, and Huawei had all the opportunity to garner the maximum media attention. By teasing the S8, Samsung has stolen some of the highlight from rivals. In its media invite, the company said it would unveil “the newest Galaxy as part of its endeavor to unbox your phone” on March 29th. The Unpacked event it scheduled to kick off at 11 a.m. ET in New York.

The March 29 event will be live-streamed on Samsung’s website. The invite teases how the mobile phone design has evolved over the years and how the Galaxy S8 “represents the start of a new era.” The teaser appears to confirm that the phone would have an edge-to-edge display, and the top and bottom bezels would be dramatically thin.

New phone to feature a Beast mode

The Galaxy S8 and S8 Plus have already been spotted in the wild. Both the smartphones are said to come with a new “Beast mode” to deliver enhanced performance. Samsung will also add its own AI assistant Bixby to the Galaxy S8 that would support all the native apps on the phone. The upcoming devices are said to be powered by Snapdragon 835 or the latest Exynos processor depending on the region.

Samsung forecasts strong demand for the Galaxy S8. The company is reportedly increasing the initial shipments by 40% compared to the Galaxy S7. According to The Investor, Samsung would ship 16 million units initially, which includes 10 million Galaxy S8 and six million S8 Plus units.