The dual-curved screen S6 Edge Plus follows on from its predecessor the S6 Edge, which was unveiled earlier this year, but with a bigger 5.7 inch display. The South Korean electronics giant also launched a 5.7 inch phablet called the Galaxy Note 5.
Until Apple released its 5.5 inch iPhone 6 Plus last year, Samsung was the go-to choice for big displays. Now analysts see Samsung's latest device launches as a response to Apple's bigger handset.
"Clearly this year Samsung has had renewed competitive pressure because for the first year Apple have had larger screen iPhone models," Ian Fogg, head of mobile at IHS, told CNBC by phone.