Samsung certainly isn't resting on its laurels. It's been just a few months since the Galaxy S6 and S6 Edge landed, but it seems an upgrade is on the way already.
Leaks expert @onleaks, who was responsible for a string of on-the-money, pre-release iPhone revelations last year, has unearthed images of dummy units for what he claims is the hitherto unannounced Galaxy S6 Edge Plus.
The prototypes, which are made available to assist accessory-makers, indicate that the forthcoming phone will retain the curved edges of Samsung's existing Galaxy S smartphones but with a substantially larger frame that comes in at 154.45x75.80x6.85mm.
The larger dimensions hint that the S6 Edge Plus could house 5.5-inch screen, an advance of 0.4 inches on the Galaxy S6 and S6 Edge.
Elsewhere, it seems the Galaxy S6 Edge Plus may come with a standard micro-USB port, rather than a larger USB Type-C port, and a Snapdragon 808 CPU instead of the Exynos 7420.
Should Samsung opt for the six-core Qualcomm processor, as opposed to its own Exynos chips, this could have a significant effect on the speed of the smartphone.
As Forbes' Ewan Spence has noted, the LG G4 - which uses the Snapdragon 808 - has struggled to match the Exynos-powered Galaxy S6 on this measure of performance. But this isn't his only concern about the latest Samsung handset in-development.
Not unreasonably Spence questions whether there would be much demand for a 5.5-inch Galaxy S6 Edge Plus, which would be only slightly larger than Samsung's current smartphones, and only slightly smaller than its Galaxy Note phablet.
With the Galaxy Note 5 expected to launch in the autumn, doubtless to great fanfare, we're inclined to agree that the S6 Edge Plus could represent a new device for a new device's sake.
Samsung is clearly eager to fight on all fronts, which could mean wider product choice for consumers. But as its portfolio grows, the firm can't afford to spread its resources, or its focus, too thinly.