The 3D Touch display on board the iPhone 6S was the handset's secret weapon - but it sounds like Samsung is about to return fire with advanced screen technology, Digital Spy reports.
Next year's Galaxy S7 handset will reportedly come equipped with a pressure-sensitive screen of its own, according to the Wall Street Journal.
The publication's source also claims that the Korean firm's next flagship will sport a similar design to the current-generation Galaxy S6.
Meanwhile, microSD support has been tipped to make a comeback along with the curved-display Edge variant, while a USB Type-C port has been mooted as a new addition.
The Samsung Galaxy S7 is expected to break cover at the Mobile World Congress in February, but some have tipped it to launch as soon as January.