While Apple is readying its new, smaller iPhone, Samsung is promoting its new phone with a celebrity-filled ad campaign.
But how does the Galaxy S7 stack up? Consumer Reports just finished its testing.
Samsung's ads tout that its new S7 phones have a long battery life a great camera in low light and that they're water resistant.
Consumer Reports tested those claims on the Galaxy S7 and the S7 Edge, running them through the same tests it does for all smartphones.
To test water resistance, Consumer Reports dropped the phones in a pressurized tank, which simulates submersion in 5 feet of water, for 30 minutes. Both phones passed. And on the S7, you don't have to worry about the flaps over the ports like you did on the S5.
Next was the low-light camera test. Both phones do create clearer images than the previous Galaxy S6 and the iPhone 6s, although the colors aren't as accurate.
Consumer Reports also tests another feature that's very important to people - battery life.
"Both phones delivered over 24 hours of talk in our tests. The Edge performed a bit better because frankly, it has a bigger battery," said Consumer Reports' Mike Gikas.
Another plus: The S7s also have expandable storage, which is not available on iPhones.
"Battery life, the camera, water resistance, all of these things helped propel the S7s to the top of our ratings and ahead of iPhones," said Gikas.
Like other premium smartphones, these can be a bit pricey. The S7 costs $650 dollars and the S7 Edge goes for $750.
Consumer Reports will be testing the new Apple iPhone as soon as it goes on sale next week.
Consumer Reports tests new Samsung Galaxy S7