The Samsung Galaxy S7 finds itself in a slightly tricky situation. Samsung needed a big win from the Galaxy S6 in 2015, which it got after reinventing the design of its flagship smartphone, but you're not going to get the same degree of evolution again just a year later.
This means the Galaxy S7 falls firmly into the iterative camp, building on the solid foundations laid by its predecessor without fiddling with the winning formula too much.
Some will argue this phone should be called the Galaxy S6S, but are they right? I've put the Samsung Galaxy S7 through its paces to see if it's a worthy seventh-generation flagship, or a just cheeky six-point-five instalment.
Design
At first glance you'd be forgiven for thinking the Samsung Galaxy S7 looks almost identical to the Galaxy S6. And that's because it is.
Samsung has reused the premium glass and metal finished it employed on the S6, which finally saw the manufacturer move away from its reliance on plastic to materials which better reflected the flagship price tag it was slapping on its top phones.
On closer inspection though, you'll begin to notice the subtle differences that make the Samsung Galaxy S7 the best looking, and feeling, Galaxy ever.
Samsung has dropped the metallic rim around its iconic physical home key, enabling it to blend a little more seamlessly into the overall aesthetic of the S7, almost masking its existence.
I'm a fan. It makes for a cleaner look, and that look is further improved with the color-coded earpiece grille, which was also metallic on the S6.
The corners are more rounded, and the aluminum frame that's sandwiched between the front and rear glass is less obtrusive, with less of an overhang than its predecessor. That means there is less metal against your skin, which initially makes the S7 feel a little less premium than the S6, but once you've got used to it you'll find it's still a stylish presence in the hand.
While the Galaxy S7 sports the same size 5.1-inch display as the S6, Samsung has managed to shave off a fraction of the bezel around the screen, reducing the handset's height and width slightly.
Meanwhile, the IP68 water resistance has improved from the S5, allowing submersion of up to five feet for 30 minutes, plus there's no annoying flap covering the charging port.
The microUSB port has been waterproofed, but the S7 won't charge if it detects water in its hole. If you've taken the phone for a plunge in the bath, you'll need to dry the charging port before plugging in.
Samsung hasn't reinvented the wheel with the design of the Galaxy S7, but it didn't need to. The Galaxy S6 was an excellently styled device, and the S7 has managed to improve on that.
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