The Chinese rival made much of its own flagship phone's machine learning abilities when it launched in March.
Teasers, leaks... we, as the media, lap it up and disseminate every morsel to the general public.
The Note 9, which comes in multiple hues including blue and purple in the U.S and black and copper internationally, sports an upgraded version of Samsung's DeX system. It would be a fair assessment, but misses the bigger picture.
Samsung even boasted that it controlled its Note 9 presentation using the banana-a-like stylus, before announcing that it plans to open up the SDK to developers so functionality can be built into third-party apps. I think this is because it is very good but an incremental upgrade.
Samsung has come up with many launch offers to sweeten the deal for Note customers. Of course, you would be able to use it as an extension to your phone, but probably shouldn't hesitate to leave the bigger device at home when you go out for a jog. It's only a 0.2-inch difference, but more screen real estate is more screen real estate.
If it's photography that's most important to you then you'll be treated to a refreshed dual-lens snapper on the Note 9.
Although the device looks similar to its predecessor, the Note 9 is slightly wider and thicker.
But... why? Why would anyone need that much space? But we learned a bit more about the Watch at this event.More news: Jurgen Klopp not ruling out Deadline Day business for Liverpool
"At Samsung, we have a long history of providing consumers with choice, while maintaining innovation within our products, and we are excited to continue the proud heritage of our Galaxy line with our wearables", said DJ Koh, President and CEO of IT & Mobile Communications Division, Samsung Electronics.
The first reaction to the price, for many, will be one of outrage.
T-Mobile will sell the 128GB Galaxy Note 9 model at the full retail price of $999.99 with $279.99 down and payments of $30 a month. £1049 / $1249 for the 8GB / 512GB option?
This is likely to appeal to hardcore gamers and other power users if they can justify the cost.
If you're happy enough with the base model, the perhaps it's best not to interrogate the larger capacity version. Samsung lists a number of phones from Samsung, LG, Apple, and Google that they'll accept for hundreds of dollars off. Will the Note 9 be different?
This simple S Pen capability eliminates the need for camera timers that you need to keep running back to in order to check if it actually took the picture you wanted.
Could the "artificially intelligent" features of the camera make it to the S10?
It's hard to see the Note 9 doing incredible numbers in terms of sales.
Simply put, it's a premium smart speaker. But what may have deterred buyers, its inexplicably small battery for a device of this size, has been rectified. But while earth-shattering new features are in short supply, it will carry an earth-shattering price tag: $1,000.