The hyperbole heavy site predicts the new models will ensure "your photo taking experience will never be the same".
But what Samsung's Tap and Take! models offer. The animated snaps on the Samsung site each link to a video of someone tapping to take a picture (unsuprisingly). To us that seems like a touchscreen shutter control method is on the way.
Can that simple but useful feature really be enough for all this fuss? Samsung isn't saying yet but promise to reveal all on 13 August.