It's a new smartphone tailor-made for the instagram generation.
Samsung unveiled its new Galaxy Note at an event in New York on Wednesday (August 7), banking on its fancy new camera features and massive screen to help boost flagging profit and stay a step ahead of rival Huawei.
The Chinese tech giant has been on the back foot ever since it landed on a U.S. tradeblack list in May.
And that was good news for Samsung which saw global sales jump 7% in the second quarter.
Now, with the Note 10 the world's largest smartphone maker is striving to keep its edge.
The screen is pushed up and sits around a front-facing camera for selfies.
And on the back the larger sized Note 10 Plus has four cameras including a depth camera for 3-D scans.
The Note 10 has also taken a leaf from Apple's book and ditched the headphone jack And in its quest to appeal to trendsetters one version comes with a feature that Dan Ackerman from tech site CNET says isn't very useful... for now.
(SOUNDBITE) (English) CNET, SENIOR MANAGING EDITOR, DAN ACKERMAN, SAYING: "They're one of the few phone companies that really embrace 5G, because there will be a 5G version of the bigger phone, and in the future will all have that.
Right now we're not there yet, but there's always someone, who wants to be the first person on their block with the 5G phone." Ackerman says Samsung isn't exactly reinventing the wheel with the Note 10.
But the company does have something special on the horizon.
(SOUNDBITE) (English) CNET, SENIOR MANAGING EDITOR, DAN ACKERMAN, SAYING: "Frankly, their newest, most inventive thing, the Galaxy Fold, a phone that has a flexible screen and, literally, folds in half, was supposed to come out by now.
The early, early review units all started breaking.
So, they withdrew it.
They're reworking it.
It's supposed to come out later in the fall.
If that happens, then that will be something that's truly innovative." The Note 10 doesn't come cheap.
If you want the version with the biggest screen and all the bells and whistles it will cost you around $1300.
The phone goes on sale August 23rd.