Samsung is one of a select number of hardware companies able to generate fanfare levels around a device's release on a par with Apple.
While this remained true in 2014 during the run up to the Galaxy S5's release, come the handsets launch, Samsung didn't enjoy the high smartphone sales figures it was expecting.
In fact, poor Galaxy S5 sales are believed to be a key factor contributing to a slump in Samsung's 2014 financials, which showed a 60 percent fall in profits.
Looking to make sure disaster doesn't repeat itself in 2015 Samsung's made a sweep of reforms in its executive team and, according to reports, gone back to the drawing board designing its next flagship, the Galaxy S6.
The Galaxy S6 specs remain a mystery, as is always the case in the run up to a Samsung release, but there has been a steady stream of leaks about the hardware.
Most recently Dutch site TechTastic reported spotting a User Agent Profile - the code that lets websites know how to correctly act and display on specific devices - of the Galaxy S6.
The profile indicated the Galaxy S6 will feature a QHD 1440x2560 pixel resolution display.
Prior to this a screenshot of an Antutu benchmark of a mystery Samsung device believed to be a test version of the Galaxy S6 had been doing the rounds.
The screenshots listed the mystery Samsung device as featuring a QHD display, like the Agent Profile hinted, an octa-core CPU believed to be Samsung's fabled 64-bit Exynos 7420, and 3GB RAM.
Some have suggested that the firm will follow LG and create a curved screen handset similar to the G Flex 2.
Others have reported that Samsung will continue the move to metal begun with the Galaxy Alpha and create an entirely aluminium chassis smartphone.
A final theory provided by VoucherCodesPro.co.uk suggests that the Galaxy S6 will feature a 5.5in curved display, metalic sides and a "rubberised backplate" (mock up pictured below).
With Android 5.0 Lollipop finally being rolled out, it's likely that the Galaxy S6 will come with a customised version of the OS, which is no bad thing considering its wealth of productivity and design perks.
Key upgrades include a reworked user interface, an upgraded notifications system that lets you view and manage incoming alerts from the lock screen, and support for 64-bit processors.
The support for 64-bit processors is particularly interesting as it increases the number of chips the Galaxy S6 will come loaded with.
What new features Samsung will add to Android 5.0 remains a mystery. Samsung has always loaded top-end smartphones with its custom Touchwiz skin, which we've found to be a mixed bag.
On the positive side, the skin has some useful features, such as multi-window support that lets you have two applications open on screen at once.
On the negative side, Touchwiz has made Android more difficult to use by adding useless widgets and pointless design tweaks.
Hopefully, Samsung will learn from its mistakes and load the Galaxy S6 with a lighter version of Touchwiz.
Make sure to bookmark this page and check back regularly as we'll be updating it with new details about the Samsung Galaxy S6 when they become available.
There is no official word on when the Galaxy S6 will be unveiled let alone released. However, based on past form, most industry watchers believe Samsung will take the wraps off the S6 around the time of Mobile World Congress (MWC) in Barcelona in March, which would mean the device going on sale in UK stores around April.
When it comes to upfront cost, Samsung flagships are never cheap. The most basic 16GB version of the Galaxy S5 still carries a hefty £580 sim-free price tag on the official Samsung store and its recently released Galaxy Note 4 phablet costs an even heftier £630.
It's likely the Galaxy S6 will retail for between £500 to £600 come its release.