"It comes down to one word: relentless innovation," Samsung Electronics president and chief executive JK Shin said, beaming.
Well, that's two words, Mr President.
There were no fork phones at Samsung Unpacked at Mobile World Congress 2015 in Barcelona, the biggest event of the year for the South Korean smartphone giant.
Nor was there a new Samsung wearable device, as some had speculated.
"No more internet rumours," Mr Shin said. "Today, we unveil what's next."
There was, however, a forking enormous screen wrapped around half the International Convention Centre's auditorium, and what can only be described as Jaws music booming across the room as the company unveiled the latest models in its flagship smartphone line: the Galaxy S6 and Galaxy S6 Edge.
Alongside them was a new, compatible version of the Gear VR virtual-reality headset. (Samsung released the Gear VR for the Galaxy Note 4 phablet in February.)
As its teaser advertising in preceding weeks suggested, Samsung has made the curved edge display seen on the Galaxy Note 4 Edge an option for its flagship phone, with the Galaxy S6 Edge mirroring the S6 in most respects, but featuring a more shapely screen.
And under that tough Gorilla Glass, 5.1-inch, super AMOLED screen, Samsung has packed in 77 per cent more pixels than the Galaxy S5, at 1440 x 2560, 577 PPI.
This time, however, both sides of the Galaxy S6 Edge curve down - exactly the opposite approach to curves to that rival South Korean smartphone maker LG takes with its Flex 2 concave phone.
But, naturally, there was more Apple bashing than LG bashing.
Samsung executive vice-president of mobile Younghee Lee - refreshingly, one of two women on stage at the event - declared the S6's all-metal chassis "will not bend", in a clear swipe at the overblown "bendgate" phenomenon that dogged Apple after the launch of the iPhone 6 and 6 Plus.
The phones are not only made of metal this time, but they are coated all over in shiny Gorilla Glass 4 - the most durable yet. They come in five colours: green emerald, blue topaz, black sapphire, white pearl and gold platinum.
Later, Samsung would one-up Apple again with comparison night-time photographs taken with the iPhone 6 Plus and Galaxy S6 - the latter bright, despite low light; the former, virtually impossible to make out.
Fair point; but with so many more comparison points when it comes to camera quality, it could prove a cheap shot (pun intended).
Samsung has also borrowed heavily from the iPhone by introducing an instant camera access feature. On the iPhone 6, you can swipe up to reveal a control panel and select the camera, even when the phone is locked. With the Galaxy S6 and S6 Edge, you can access the camera by double-pressing the home button.
The camera itself is 16 MP, 3456 x 4608 rear-facing; 5MP front-facing.
Then there is the wireless charging. That's right - no more cords. These new gadgets come with a "charge pad".
Under the hood is a 64-bit, 14-nanometre processor, which, according to Samsung, is 20 per cent faster than the 20-nanometre chip in the Galaxy Note 4.
But experts have been saying it's not about the hardware, after all that.
"What matters is not whether the S6 has a curved screen or not, but what types of new services and partnerships Samsung will announce around the device," Forrester Research analyst Thomas Husson said.
To that end, Samsung has subtly tweaked the user experience, replacing functional icons with actual text commands - send, attach, reply etc - and adding colour coding: purple for video, green for phone, orange for contacts. It's a bit like going back to school.
The side display on the S6 Edge lights up in colour when a call comes in; announcing when a certain person is calling, even if the phone is set to silent, face-down on a table.
A press of one's finger on a heart-rate-monitor on the back will send an auto-reply: "Sorry boss, can't answer right now, I'm in a meeting."
Following its recent acquisition of LoopPay, Samsung also reckons its Samsung Pay digital payments platform will have more compatible vendors than any other offering, including Apple Pay.
But Forrester's Mr Husson was unimpressed by Samsung's offering on Sunday, "particularly" around payments and wallets, where he said it lost out to Apple in terms of convenience and trust.
"Samsung's lack of software DNA will still prevent it from delivering truly differentiated service experiences like Apple does with its premium ecosystem," Mr Husson said.
"In addition, Samsung will face increasing competition not only from Chinese brands tapping into the Android ecosystem, but also directly from Google - its key strategic partner so far in establishing the successful Galaxy range of devices."
The Samsung Galaxy S6 ad S6 Edge will be available in 20 countries, starting on April 10. Pricing has yet to be announced.
Samsung Australia vice-president Prasad Gokhale said the phones would arrive here "shortly".
The writer travelled to Barcelona as a guest of HTC.
