In a move which will mark the first US release of Samsung Electronics' flagship Galaxy smartphone in three years, the company recently revealed that it will launch its highly-awaited new Galaxy S handset - the Galaxy S IV - in New York on March 14.

According to reports, the Galaxy S IV will feature a higher-resolution screen and camera than the Galaxy S III, as well as a much speedier quad-core processor.

With the Galaxy S IV smartphone set to intensify competition in the crucial US mobile handset market, Samsung spokeswoman Chenny Kim said that the launch of the handset in New York will come amid advertising blitzkrieg - involving some jocular digs at Apple aficionados - in the US.

The scheduled New York launch of the Galaxy SIV handset is apparently a strategic move by Samsung; with the company having introduced its first Galaxy S smartphone in the US in 2010, at the CTIA mobile trade show. The next year, in 2011, Samsung unveiled its Galaxy S II handset at the MWC fair in Spain; and the Galaxy S III was unveiled in London in 2012.

About the forthcoming unveiling of the Galaxy S IV in New York, JK Shin - the chief of Samsung's mobile unit - told the Edaily news website: "We introduced the Galaxy S III in London last year, and this time we changed the venue (to New York)... as we were bombarded with requests from U. S. mobile carriers to unveil the Galaxy S IV in the country."