So, Samsung's acting all mysterious AGAIN by the looks of things, with the news that it's planning on making what it calls a "special announcement" on Friday. Hmmmm.
The South Korean favourite didn't hold an event at the recent MWC in Barcelona, breaking a tradition and in so doing conveniently managing to dodge endless questions on just when we can expect to see the Galaxy S3.
A couple of dates have popped up as potential alternatives recently, only to be ruled out almost as quickly. Many think that the Galaxy S mark III will go on sale next month, which means Friday's announcement could see the much-anticipated handset's unveiling.
Then again, given the widely expected belief that Samsung is looking to follow Apple's example and reduce the gap between announcement on on-sale date to just a week or two, it's probably still too early.
The announcement is set to take place at the SXSW expo in Austin, Texas, and is just part of Samsung's planned activities at the event, most of which seem to centre around the Galaxy Note smartphone, which has been with us here in the UK for a good while now, but which is only now getting its big marketing push across the Atlantic.
It may just be us clutching at straws, though, but the way Samsung's press release is worded suggests that the mystery announcement is something unrelated. We're told that details will be released soon, which we're assuming means before Friday.
Maybe Samsung is planning on launching a new tablet? Goodness knows, it's been a while!