Samsung has decided to host a separate event on March 29 to officially reveal the new phone. The South Korean tech giant is remaining cagey on the details of the new gadget - but it is already one of the most highly anticipated of the year.
It was initially thought that the Samsung Galaxy S8 was widely expect to have its debut at the Mobile World Congress event in Barcelona last month.
Going toe-to-toe with Apple's iPhone 7, the Samsung Galaxy S8 has been the subject of speculation for several months. And many of the rumours have pointed to a big change of design for Samsung's 2017 handset.
As is common with tech manufacturers now, when the S8 does arrive it will likely do so in two different sizes. Early indicators suggest that we'll see a 5.1-inch and a 5.5-inch model.
What's not clear is whether or not Samsung will introduce an 'edge' version of the new phone with a curved screen. It has taken this approach with both the S7 and the S6 in the last two years.
The South Korean company is also only starting to recover from the disastrous global recall and cancellation of the Galaxy Note 7 smartphone.
And then there's the small matter of Apple’s iPhone 7 & 7 plus that are currently proving a hit with fans, despite the controversial decision to remove the headphone jack.
Whilst Apple appears to refine and strip down its phones, Samsung appears to be going the other way. If the current crop of internet rumours are to be believed, the company will be throwing everything it has into its next blower.