The plaintive piano chords. The swirling metal — could it be aluminum? And that soothing British voice, the one you have heard so many times before, cooing into the microphone: "We relentlessly pursue the edge of innovation," it says, in the soothing manner to which you have become so accustomed. A few Jony-on-the-spots noticed this new video on Twitter today, and I can't help but feel like Ive heard this voice before. Was it telling me to buy a different phone, back then? One that looks a lot like the one in the video? But made by a different company? Maybe?

Who can know? Who can say? We are deep into Friday evening here, and when this man tells us that "We make possible," we can only assume it is him. He of the white room. When he tells us that the screen of this device "looks like the future," do not question it. It is him. It can only be him. "We are digital craftsmen," he says, and you nod as you think about the craftsmanship of your iPhone. "We are Samsung."

Wait — what?

Verge Video: Reviewing the Galaxy S6 and S6 Edge