Samsung is bringing the battle directly to its rivals’ doorsteps by hosting its highly anticipated 2024 Galaxy Unpacked event in Silicon Valley.

The tech giant announced that its next major product launch will take place on January 17th at the SAP Center in San Jose, mere miles away from Apple and Google‘s headquarters. Analysts see this as an aggressive move by Samsung to challenge its competitors on their own turf.

So what can we expect to see unveiled? According to invites sent to the press, there will be “newest additions to the Galaxy mobile device portfolio.” This likely refers to the Galaxy S24 lineup, Samsung’s next generation of premium flagship phones.

Rumors suggest the S24 Ultra will sport an ultra-premium titanium build and industry-leading AI capabilities, allowing it to directly take on Apple’s iPhone 15 Pro. The event’s metallic graphics appear to hint at this titanium design.

Samsung is also enticing customers with $50 pre-order credits, showing they are ready to pull out all the stops.

The stakes are high, with Samsung and Apple embroiled in an intensifying battle to dominate the lucrative high-end smartphone market. Hosting Galaxy Unpacked just down the road from Apple HQ sends a clear message — Samsung is taking the fight directly to its arch-rival.

Tune into the livestream on January 17th at 10 am PT / 1 pm ET / 6 pm GMT / 7 pm CT to see the Galaxy S24 revealed in the heart of Silicon Valley.