NEW YORK, July 28 — Samsung is expected to unveil its new Galaxy Note 5 phablet at a press conference next month in New York.

Though the South Korean tech giant, like other companies, normally uses the consumer electronics show IFA in Berlin as a launchpad for new products, this year Samsung announced plans to hold a separate event a few weeks earlier.

Industry insiders theorise the uncharacteristic timing is meant to head off rival Apple, which is expected to launch its iPhone 6S in September as well.

Experts predict that the curved lines on the invite could likewise tease the unveiling of their Galaxy S6 edge Plus, a smartphone with a curved screen.

The event is also expected to launch the newest iteration of their flagship phablet, the Galaxy Note 5.

The press conference takes place in New York August 13 and starts at 11 am EDT and will also be livestreamed at https://www.youtube.com/user/SamsungMobile. — AFP-Relaxnews