Samsung announced on Monday evening that it will host a livestreamed Galaxy Unpacked event on September 4, strategically positioning itself just five days ahead of Apple’s highly anticipated iPhone 17 event on September 9.

The virtual event, scheduled for 5:30 a.m. ET (2:30 a.m. PT), will stream live on Samsung.com and the company’s YouTube channel, according to an official Samsung announcement. The timing appears deliberate, as Samsung seeks to capture attention before Apple’s traditional fall product launch window