The future of Samsung's smartphone department may well hang on the Galaxy S6. But let's be honest, all people care about is one thing: is it better than the iPhone 6?
Samsung's flagship Galaxy phones may sell in decent numbers, but Apple has just announced the most profitable quarter in history - from any business, ever.
Into this fray steps the Samsung Galaxy S6: a beautiful handset that combines the best tech with a sumptuous design. Is it going to be enough to help tip the balance back in Samsung's favour? We put the two handsets head-to-head to see which one comes out on top in all of the key areas.
Samsung Galaxy S6 vs iPhone 6: Power
When it comes to internals, Samsung has opted for its own 64-bit octa-core Exynos 7420 processor.
The 7420 brings a lot of grunt to the phone, and paired with 3GB or RAM builds up an impressive picture. In terms of raw power and multitasking the Galaxy S6 should be able to take everything that's thrown at it.
Apple, meanwhile, has its own proprietary 64-bit 1.39GHz dual-core A8 processor and 1GB of RAM.
On paper that leaves Samsung way ahead, but we know that the care and attention that Apple puts into its melding of hardware and software means the handset can keep up with the best.
It's not quite as bleeding fast as Samsung's new flagship but it won't be eating its dust either.
Samsung Galaxy S6 vs iPhone 6: Design
Samsung hasn't completely thrown away the Galaxy blueprint with the S6, but there's a lot more use of premium materials here: primarily the metal sides and the glass back.
It's a real looker as far as its appearance goes, and it's an improvement on the Galaxy S5 which had a vaguely cheap and low-end feel to it.
Then there's the iPhone 6, another gorgeous-looking phone that's really benefitted from a design overhaul since the iPhone 5S appeared on the scene. It's remarkably thin at just 6.9mm and everything about it feels well made.
The all-metal back adds a real feeling of quality to the hand and Apple still probably just edges it in terms of design.
Samsung Galaxy S6 vs iPhone 6: Operating system
The Galaxy S6 runs Samsung's TouchWiz-flavoured version of Android Lollipop and benefits both from the removal of a bunch of so-so Samsung apps and the slimming down of the overall interface to make everything a little slicker.
The iPhone 6 on the other hand runs iOS 8.1, an operating system that continues to duke it out with Android for the number one crown in the world of mobile OSes. There's not much to choose between them, nowadays, though iOS remains the slightly more polished and less customisable option - as it pretty much always has been.
Samsung Galaxy S6 vs iPhone 6: Screen
Samsung is pulling no punches with the display of the Galaxy S6: it has gone for a 5.1-inch 577ppi 1440 x 2560 Super AMOLED screen. That makes it one of the best mobile phone displays around at the moment.
Apple is still refusing to push too hard when it comes to screen size and resolution, as the iPhone 6 sports a 4.7-inch 750 x 1334 display with 326 pixels per inch.
It remains a top-notch screen, but this is one area where Samsung is far ahead of the iPhone. The S6 has more colour, better resolution, a bright display and a larger screen all in a package that's barely bigger than Apple's smartphone.
Samsung Galaxy S6 vs iPhone 6: Camera
Samsung is boldly promoting the photo-taking capabilities of the Galaxy S6, which features a 16MP camera, optical image stabilisation, a 0.7 second start up time and a new Pro mode all designed to make your snaps the best that they can be.
The iPhone 6 has an 8MP snapper, but the internal optics have been upgraded and it's capable of some outstanding shots in all kinds of conditions. Proprietary Focus Pixel technology and that low pixel count mean shutter speed is very fast too.
Both cameras are brilliant for pictures though, with Samsung's likely a little more sensitive in low light - plus with a better 5MP front-facing camera.
Samsung Galaxy S6 vs iPhone 6: Battery
Samsung has gone for a 2550mAh battery in the Galaxy S6, which is something of a surprise considering last year's Galaxy S5 featured a 2800mAh one.
However, it's not all about battery size - power use and efficiency are very important too - so we'll have to investigate just how this affects battery life when we get the phone in for a full review.
The iPhone 6 comes with just an 1810mAh battery. Battery life is still adequate, but when you compare it to the competition there's room for concern. Even with its more power-thirsty screen, the Galaxy S6 is likely to last longer in use.
Samsung Galaxy S6 vs iPhone 6: Key features
The Samsung Galaxy S6 features an upgraded fingerprint scanner that only requires a tap rather than a swipe, so securely logging into the phone should be much easier than it was on the Galaxy S5.
There's also the improved design, as well as support for fast charging, wireless charging through both Qi and PMA and faster RAM and flash storage, leading to up to a 40% performance improvement.
Over in the iPhone corner there is of course the reliable Touch ID, while the phone itself marries together excellent design with smooth performance.
Let's not forget the quality of the whole ecosystem either, from Mac OS X compatibility to the strength of the content offered on iTunes.
Samsung Galaxy S6 vs iPhone 6: Storage
Samsung ditched the microSD card slot when making the Galaxy S6 and Apple has never included one in its phones, so both the S6 and the iPhone 6 are limited to their built in storage.
Thankfully both are available with generous helpings. The Samsung Galaxy S6 can be purchased in 32, 64 and 128GB varieties, while the Apple iPhone 6 is sold in 16, 64 and 128GB flavours.
So they both top out at the same amount, but the smallest iPhone 6 model has a near-useless 16GB, while the Galaxy S6 starts at a far more useful 32GB.
Samsung Galaxy S6 vs iPhone 6: Verdict
There are so many factors to take into consideration when comparing these phones (not least Android vs iOS). From where we're sitting they're about equal in the looks department.
While Samsung wins bragging rights in terms of raw specifications, with the display probably the biggest disparity between the two.
Apple, though, has produced a phone that sets the standards in terms of stability, app choice and photo taking, so it's not quite as straightforward as comparing spec against spec. It's a tough one to call - do you prefer the rugged ecosystem of Apple, combined with a strong smartphone, or the brilliant design and power combo from Samsung?