The Samsung Galaxy S5 can be defined by one word: evolution.
The camera has evolved to give clearer, faster snaps. The fitness-tracking abilities of the S5 are enhanced over the Galaxy S4 by packing in a more powerful S Health app and a dedicated heart rate monitor on the rear. A fingerprint scanner adds to the most secure Galaxy phone ever made.
The battery is larger, the screen bigger and brighter, the processor quicker and the design altered.
The spec sheet certainly doesn't let it down: a 2.5GHz quad-core CPU, 2GB of RAM, a 2800mAh (removable) battery, 16 / 32GB of memory (with up to 128GB extra through microSD), one of the world's most vibrant screens that's been extended to 5.1-inches and added biometrics. However, it's hard to point to one stand out feature that will grab the prospective user when they handle the Galaxy S5 for the first time.
To many, that won't matter, as Samsung's built a fan-base that only Apple can rival, and a number will be picking up the new Galaxy without a second thought over whether it competes adequately with its rivals.
Price-wise, if you're shocked by the cost of the Samsung Galaxy S5 then you've not really been paying attention to the previous flagship models. It's actually a little cheaper than previous years in some territories, coming in at around £550-£600 SIM free in the UK, $650+ in the US and AU$900.
As you can imagine contract offers are flying all over the place at the moment, but the Galaxy S5 is being offered for a near identical price to theHTC One M8 and the iPhone 5S give or take a few dollarpounds.
The messaging around the launch of the Galaxy S5 was that Samsung had listened to the consumers and dialled down the gimmicks, focusing instead on what makes a phone special to the consumer.
It promised a 'fashionable' and 'glam' design, a camera that works in the way you'd want it to and strength through being water resistant.
So let's look at one of the key questions that Samsung needed to answer with the Galaxy S5: is it good enough in market that's becoming saturated with decent high-end handsets?