Samsung's new Galaxy S4 is seen during its unveiling on March 14, 2013 at Radio City Music Hall in New York. The slim, feature-rich Galaxy S4 was introduced as Samsung's new champion in the fiercely competitive smartphone arena, scheduled to roll out in 155 countries in late April. AFP PHOTO / Don EMMERT Source: AFP
A picture purporting to show the new Samsung Galaxy S4 smartphone which was leaked by South Korean technology website it168.com. Source: Supplied
ONE of the world's biggest phone launches is unfolding in New York City this morning, as Samsung has taken over Times Square to broadcast the unveiling of its Galaxy S IV handset and let consumers hold the phone for the first time.
The highly anticipated smartphone is expected to boast features including a larger screen, world-first eight-core processor and a significantly improved camera.
Rumours have also circled about the possibility of eye-tracking Smart Scroll technology and even wireless charging.
Samsung's new smartphone will replace the Galaxy S III, which sold more than 43 million handsets worldwide since its launch last May and outsold Apple's iPhone 4S to become the world's top-selling smartphone in the third quarter of last year.
Apple has since won back the title with its iPhone 5, according to Strategy Analytics.
Samsung will reveal its new phone inside New York's historic Radio City Music Hall this morning, with the conference streamed live to Times Square.
Jennifer Dudley-Nicholson Tweets from the Galaxy S4 launch
Plus: See how smartphone fans are soaking up the launch in Times Square via social media below.