What to Expect at the Samsung Galaxy S IV Launch

Samsung is gearing up to unveil its next-generation smartphone, the Galaxy S IV, in New York City on Thursday, a launch that further positions the company as Apple's biggest competitor.

The Korean electronics giant has created a lot of buzz surrounding the announcement, which will be live streamed online and in Times Square. First, it handed out paper invitations at Mobile World Congress conference last month — a move we'd expect from Apple — by drawing attention away from the show and onto its upcoming launch. Then, the company organized a flash mob.

This will be Samsung's first time launching a device in the U.S., and not overseas. Hyped by its "Unpacked" marketing campaign, the event will take place at Radio City Music Hall, just blocks away from Apple's flagship store on Fifth Avenue