It follows the S3, a handset that has sold more than 40 million units. The Galaxy handsets are seen as the closest competitor to Apple's iPhone.

 

Analysts⁴ predict software that tracks where users are looking and automatically scrolls⁶ down the page as it is read, without it being touched.

 

There is also expected to be a souped-up camera and processor.

 

But crucial to Samsung's future success, analysts say, is how the South Korean company plans to turn its strong position in the smartphone market into greater success with other devices such as tablets.

 

Prior to Thursday's launch in New York, Samsung has unleashed⁷ a huge advertising⁸ campaign, including a series of videos involving a small boy tasked with looking after a "top secret" box. 

 

 

Like the S3, the S4 is expected to run on Google's Android operating system - but analysts are predicting some heavy customisation from Samsung in order to give the device a more distinctive⁹ feel and, crucially, set it apart from its competitors' Android-based handsets.

 

This is important, says Gartner analyst³ Roberta Cozza, if Samsung is to gain a higher level of loyalty¹⁰ to its device range.

 

Unlike with Apple, where a large number of iPhone owners gravitate towards the iPad when they decide to purchase a tablet, the same cannot be said of other brands, where customers more likely to mix and match.

 

"We will see more of a step towards more 'stickiness' towards the brand," Ms Cozza says.

 

"Already the Galaxy S3 can be seen as an alternative to the iPhone, [but] the integration¹¹ that Apple offers with iPad is still not matched. Samsung is not there."

 

The expectation the S4 will feature eye-tracking capability¹² has been heightened by existing technology in the Galaxy S3 - the phone's Smart Stay function stops the screen from dimming when somebody is looking at it.

 

Furthermore, the New York Times notes that Samsung filed for a couple of trademarks¹³ this year named "Eye Scroll⁵" and "Eye Pause".

 

Analysts also predict the standard array of upgrades - faster processor, better camera - and Ms Cozza predicts we will see something of a small leap in a major area of Samsung's expertise¹⁴.

 

"I would think they will leverage¹⁵ some strength in display," she says. "Providing something on the display side that is different."

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