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Forget the next iPhone, the Galaxy S23 Ultra is next year’s most important launch

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You might think that the best phone launch of the year happens in September when Apple announces its newest iPhone 15. In fact, the most important phone event happens in February when Samsung sets the hurdle that every new smartphone will need to leap or duck under. After we see the Galaxy S23 Ultra at Samsung Unpacked (assuming we do), the only question left is how will Apple, Google, and others try to beat it.

That’s going to be especially hard this year. We get a good idea of what parts will make up a new smartphone long before it’s launched. Since most manufacturers buy from the same parts makers, it’s hard for a phone maker to set itself apart. Launching a phone at the beginning of a new year’s launch cycle is especially daring. 

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