Samsung is launching its new Galaxy S8 - the company’s most important release yet.
The Samsung Galaxy S8 will likely be the South Korean firm's biggest test yet: a phone that has to live up to the highest expectations and also the toughest scrutiny.
The stakes are high when a phone maker unveils its latest flagship handset, but stakes are even higher when it comes to Samsung.
This is the launch that follows the Note 7 scandal last year, the phone Samsung recalled and then eventually scrapped after some batteries overheated and caught fire.
Despite the YouTube videos of burning phones, the stream of negative stories and the internet memes, Samsung does not seem to have been as damaged as badly as one might expect.
A Reuters study in the aftermath of the scandal found Samsung users in the US remained as loyal to their brand as Apple users were to their iPhones. Yet recalling, and then ultimately killing off, the Note 7, is thought to have cost Samsung $5.3bn.
Samsung Electronics saw profits surge 50% in the last three months of 2016, despite the Note 7 phone fiasco. And the firm's share price has climbed steadily over the past 12 months.
That resilience is largely because the Galaxy S7 - the precursor to the new phone launched this Wednesday - has been a real success.
And it is even more remarkable given Samsung is also embroiled in South Korea's political corruption scandal - with the firm accused of having bribed the government in return for political favours - something it strenuously denies.
Samsung heir apparent and de facto boss Lee Jae-yong has been arrested and is on trial accused of bribery and corruption. He also has maintained his innocence.
While this scandal has sent shockwaves through South Korea and the country's corporate world, there is no evidence it has impacted the decision of consumers around the world when it comes to choosing their next smartphone.
For the past several years, Samsung's has been caught in the middle, competing with both Apple's premium iPhone on the one hand, and cheaper Chinese smartphones on the other.
Neither of these have gone away. The iPhone 7 continues to be a top seller for Apple, with the US company now even offering cheaper options - the older iPhone 6s and the scaled down iPhone SE - that still benefit from the premium brand image but are more affordable.
These factors saw Apple overtake Samsung in smartphone shipments for the first time in the last three months of 2016. The IDC data showed Apple had 18.3% market share compared with Samsung's 18.1%.
From the side of Chinese competition, the likes of Huawei, Oppo and Xiaomi are continuing to offer Android phones that regularly get top reviews but tend to be much cheaper than whatever Samsung has to offer with comparable specifications.
Samsung's Galaxy S8 might well be a make it or break it moment for the company.
If it does everything right, there is a good chance they can hold on to the crown of the Android market and the Note 7 will go down as a one-off flop. Yet should anything at all go wrong, things might turn out differently. Trust tends to be a lot easier to lose than to regain.
The close scrutiny that Samsung's new phone will be facing in the coming weeks and months, means even small glitches risk being magnified.
