The Samsung Galaxy Note 8 will sell for almost $1500 in Australia - making it the Korean giant's biggest and most expensive phone ever.
And Samsung officials, in a candid briefing with Australian journalists in New York, ahead of the Note 8 launch, admit part of the extra cost will be spent on a massive marketing campaign to sell the phone's best features in the wake of last year's damaging Note 7 global recall.
Battery issues, which saw Note 7's exploding in flames, cost the company a staggering $5.3 billion.
"It's a critically important launch for us," Garry McGregor, Director, IT and Mobile, Samsung Electronics Australia, said.
See the launch below (Best viewed in full screen)
He said it was about moving on from the Note 7 - but more importantly giving super loyal Note users the best phone on the market.
The Galaxy Note 8 will feature a whopping 6.3 inch infinity display screen, the 'world's first' smart phone with two optical image stabilised cameras (12 megapixel and 8MP), a more advanced S Pen and new multitasking functions.
The dual camera system is particularly impressive as it allows users to take portrait photos with a blurred background - or bokeh effect - and then adjust the level of the blurring after the photo is taken.
Using Live Focus, a version of the photo with the blurred background and one without can be saved.
App Pair will allow you to launch two apps at the same time in different windows - so you could have Google Maps in one - and choose your music for the journey in another.
You could also watch live sport or a YouTube video, while chatting to friends in another window.
The functionality and fun of the S Pen has been expanded.
Live Message allows you to write a note or drawing and save that as an animated GIF and share through Facebook Messenger, Twitter or Snapchat.
The ability to write memos on your screen - whether it be a to do list, shopping list or notes from a conference lecture has been expanded.
A screen off memo which used to be limited to be a page, can now run to up to 100 pages without even unlocking your phone.
A Translate application will allow you to use the S Pen to highlight text in another language and have it converted to your own, and even have currency converted to your local dollar amounts.
The Galaxy Note 8 will work with Samsung's DeX docking station which allows you to set up your mobile phone with a computer monitor, keyboard and mouse.
You will now be able to see 36 apps on screen, compose multiple emails, and even do advance text editing like creating bullet points in your email - all through your phone.
Business users will be able to have live conference calls where they can share their screen for presentations, just as you would normally do from a laptop.
Gamers will be able to use DeX to do battle on the big screen, while budding musicians can connect a IDI keyboard to create new sounds.
Samsung Galaxy Note 8 will go on presale from August 25, while they won't be available in retail stores until Friday, September 22 in Australia.
Those who pre-order will be given a convertible wireless charger to charge the phone in either a portrait or landscape position.
Another bonus, for those who between August 25 and October 31, is Samsung's new Screen Assure service which covers the cost of a cracked screen within the first 12 months.
The 64 gigabyte phones will be available in either black or gold in Australia.
The $1499 pricetag is topped by the $1,569 for the 256GB iPhone 7 Plus from Apple.
The writer travelled to New York as a guest of Samsung Australia for the Galaxy Note 8 launch.