"They're a nice improvement over previous versions, but they're not groundbreaking," said Bob O'Donnell, founder and chief analyst at Technalysis Research.

Which is a moot point if you haven't owned a Galaxy series phone for a while. I'm not seeing many people upgrading every year anymore. There are a few enthusiasts, but because of the cost of these newer phones people generally want to get their money's worth.

I haven't owned a Galaxy phone since the S3. I'm currently using a Sony Xperia Z3 Compact and the S7 Edge I've pre-ordered makes my phone seem tiny and insignificant by comparrison. Actually, any of the latest/best phones this year would make my Z3 Compact seem puny.

The S7 Edge is finally my ability to compete with my wife's iPhone 6S Plus. Her phone is perfect size for my big hands and the S7 Edge should compare nicely. Also, music is a big selling point for me and the custom audio chip their putting in should do very nicely for my flac files.

The addition of the micro SD is my biggest reason for buying. I have a lot of music and videos to listen to and watch, and this will ensure I can carry all my files, and not have to compromise and swap things around constantly. Relying on the "cloud" isn't very convenient at present as the cost of downloading all the time isn't an option for me (living in Australia). The camera is just a camera. I own a DSLR and phone cameras are just a fun little take-a-snap-of-the-moment type of thing, whatever their capability.

So, whatever the reason for S7 being "THE" phone right now for everyone, I'm sure many will not be dissapointed.

For the first time in history I think samsung is going to out box apples records and thus making samsung s7 best mobile ever. with android 6.0 you will never miss any apps from android, and rightly they improved camera quality as apple give tough competition in this category. Offering free VR headset is good idea but have to see the initial price of s7 to say whether it's a good deal or not. overall a good update from samsung.