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From HTC setting the benchmark to what a smartphone running Google's Android OS should be, to Apple finally launching its latest incarnation of the ubiquitous iPhone.
Mobile phones have become more and more of a status symbol of late than the lifestyle utensil of years gone by.
But Samsung looks set to rejuvenate the smartphone sector with its latest addition, the Samsung Wave S8500.
The Wave incorporates many different characteristic features Samsung is known to use over their phones, such as the inclusion of the TouchWiz interface, as well as stellar technology, in the form of its AMOLED screen and 1GHz Hummingbird processor.
It also brings a new operating system to the arena in the form of Samsung's Bada OS.
Launched last year as their entry into the ever competitive smartphone operating system, Samsung has high hopes that it can be embraced by the masses as well as Android and iOS has in recent years.
At first glance, the Samsung Wave is sure to attract attention due to its unique looks.
Manufactured using brushed steel, and a tough 'Gorilla Glass' display covering the AMOLED screen, we can instantly see that a lot of design and thinking has been taken by Samsung when developing it.
Thankfully it means that the phone isn't a fingerprint magnet as its glossy plastic or glass covered rivals.
Usability is Samsung's key philosophy with the Wave, and this has been carried over in the implementation of TouchWiz over its Bada OS.
It's easy to see that all of the best features of some of its mobile phone rivals have influenced the way TouchWiz is used and displayed, such as an ever so familiar notification bar and tray that opens from a simple swipe down from the top of the screen, to its social network integration.
What is amazing is its ability to not only pack a powerful 5 megapixel camera into such a svelte package, but also including the ability to record and play back 720p HD videos, and we have to highlight the fact that the Wave can also playback HD DivX video files and the option of displaying subtitles where available.
It also includes tight integration with all of the major social networks, so you'll be able to keep your followers updated with your latest happenings.
There is also support for uploading pictures taken to your social streams through the integrated software.
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