Samsung Group (NASDAQ:SSNLF) has apparently decided to push forward the launch of its upcoming Galaxy Note 5 phablet for a late July launch, instead of the usual IFA conference to be held in January, according to a news report coming from Samsung’s homeland Korea. In the past, the Korean manufacturer has always debuted its stylus-equipped phablet for the IFA conference in Berlin. However, this time around, it seems Samsung has other plans.

The new report claims that the handset is all set to arrive in stores during peak summer, while a few finished samples have already been showcased to clients.

The move could be a ploy to lure customers away from Apple’s latest phablet offering – the iPhone 6S Plus expected to be unveiled alongside its smaller sibling in mid-September. Since the launch of iPhone 6 Plus last year, Samsung’s dominance in the big screen market has taken a severe toll, previously dominated by the Galaxy Note.

Another possibility could be the arrival of Samsung’s own version of Apple Pay – ironically titled Samsung Pay. Pegged for a July release, the Galaxy Note 5 is believed to be the launch device for Samsung’s new service.

However, readers are advised that this a just a rumor for now because Samsung Electronics might have entirely planned something else for July.

The Galaxy Note 5 is expected to feature a massive 5.78-inch display along with a 4100mAh battery and of course S-pen and a 20MP main camera. It is also expected to be super slim at just 7.9mm, 0.6mm skinnier than its predecessor.