Take note, Nokia: your time having the Windows Phone limelight all to yourself is officially over. Samsung has muscled in on the WP8 Apollo action with the ATIV S, a 4.8in whopper that is hitting the headlines a full week ahead of Nokia's own WinPho 8 debutant making its first appearance.
The Microsoft-focused ATIV range is all new for Samsung, and the new naming approach is probably long overdue considering just how saturated the world has become with Galaxy devices.
Initially the range will comprise two models – the ATIV S smartphone and the ATIV Tab, but more will be along in due course. A lot more, if we know Samsung.
The ATIV S looks considerably better than its previous, rather nondescript Windows Phone efforts, and is just 8.7mm thick, so that's a good start, and it's bound to continue once you switch it on and behold 4.8 inches of HD Super AMOLED display goodness. Needless to say, this should set a new benchmark for Windows Phone graphics performance.
On the inside there's a dual-core 1.5GHz Qualcomm processor, an 8MP/1.9MP camera combo, 1GB of RAM and a choice of 16GB or 32GB of storage.
A 2,300mAh battery should go a long way considering all the talk of Windows Phone's efficiency (mostly coming from Microsoft, it should be said), but hands down it looks the most impressive Windows Phone launched on the platform yet.
Whether we'll still be saying that in a week's time remains to be seen. Over to you, Nokia.