Pricing for the Samsung Galaxy S8 and Galaxy S8+ has leaked online – just days ahead of the smartphone's official announcement in London.
Reliable tipster Evan Blass revealed the next-generation Samsung smartphone range will retail in Europe for €799 for the entry-level S8 (roughly £692).
Meanwhile, the basic Samsung Galaxy S8+ will retail for €899 (roughly £778). If those figures are to be believed, Apple could have a problem on its hands.
That's because reports suggest both the iPhone 8 and the Samsung Galaxy S8 will share a number of features and design flairs.
Samsung looks set to dramatically shake-up the design of its flagship Galaxy S range with the addition of an almost bezel-less edge-to-edge display.
The South Korean technology company will purportedly drop the physical Home Button from the front of the device to save space, moving to virtual on-screen buttons instead.
That will allow the Galaxy S8 to maintain the same footprint as the Galaxy S7 – despite boasting a much larger 5.8-inch Quad HD display.
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Samsung Galaxy S8 will get a dramatic new design, with no buttons, and an edge-to-edge display
Meanwhile, a phablet variant with a rumoured 6.2-inch QHD AMOLED display will be marketed as the Galaxy S8+.
Both Samsung devices with ship with Qi wireless charging, contactless transactions via Samsung Pay and additional security features from Samsung Knox.
And it is these features – including edge-to-edge displays, contactless transactions, wireless charging – that will reportedly also make an appearance in the next-generation iPhone.
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However, sources with knowledge of Apple's future plans believe the new iPhone will sport a much higher price tag than the Samsung Galaxy S8 and Galaxy S8+.
Last month, a source told Fast Company the Apple iPhone 8 would ship with an eye-watering $1,000 price tag for the entry-level model, that's about £802 converted.
That price point would not only make it the most expensive iPhone to date – it would also make it much more expensive than its Samsung rival.
EVAN BLASS • TWITTER
The price of the new S8 was recently leaked online
If the leaked pricing is correct, and the Samsung Galaxy S8 starts at £690 – it will be almost £110 cheaper than the entry-level iPhone 8.
And with a very similar feature-set and industrial design, it remains to be seen whether customers are happy to cough-up the extra for Apple's iOS operating system and hardware design.
However, Apple may have already considered this eventuality.
There are rumours that the Cupertino company will launch another two smartphones alongside the 10th anniversary iPhone.
Dubbed iPhone 7S and iPhone 7S Plus, the updated handsets will feature the same industrial design as the current flagship phones.
Apple will reportedly increase the processor speed, improve the camera quality and introduce a new colour option.
These refreshed iPhone 7 handsets will retail for a lower price point than the high-end iPhone 8.