It seems like the battle is on. Samsung is set to raise the bar higher as it's said that they have been preparing to launch their latest Galaxy phone this coming January. The rumored phone to be launched will be Samsung's Galaxy S7.

There have been talks for the past weeks discussing whether Samsung will release their new phone on the exact release date or if they are going to do so earlier. And it seems like the buzz is louder for it to be released earlier as to attempt to pull one over their competitors, particularly Apple who is also set to unveil their latest smartphone model.

The Samsung Galaxy S7 phone has been rumoured to have a more upgraded camera than its predecessors. It has been known for quite some time now that Samsung has been developing their own camera technology, they already have their own ISOCELL sensors since 2013 but it is said that it will have a better version with this upcoming model.

There have been reports that Samsung has recently filed a trademark for the term "BRITECELL" which leads people to think that they might have plans to make a better camera if it hasn't been done yet on the upcoming Samsung Galaxy S7 model.

There are also talks about Samsung about developing a 12MP camera with bigger ½ inch sensor, which is said to be similar to that sensor that Google has integrated in their latest Nexus phone. Samsung Galaxy S7 is also set to run using the Snapdragon 820 chipset.

It has been reported that Samsung has been constantly trying to modify and update it to optimize its usage. According to these reports, Samsung is also hoping to address or solve the overheating issue that concerns the previous versions of the said chipset as they are very keen to use it.