Samsung has confirmed to CNET UK that the Samsung Galaxy S3 won't be making an appearance at Mobile World Congress, dashing hopes that we would get a glimpse at the successor to the rampagingly successful before the end of February.
Instead, the S3 will be shown off at a separate event in the first half of 2012.
The South Korean tech giant said in a statement, "Samsung is looking forward to introducing and demonstrating exciting new mobile products at Mobile World Congress 2012.
"The successor to the Galaxy S2 smart phone will be unveiled at a separate Samsung-hosted event in the first half of the year, closer to commercial availability of the product."
Sad news then. But reading between the lines, what can we glean from Samsung's decision to hold back on showing off the S3?
Samsung will be keen to give the S3 as much impact as possible, and likely doesn't want the enormous flood of new devices unveiled at Mobile World Congress to steal attention from its flagship phone.
Clearly Samsung is taking a leaf out of Apple's book. Apple never exhibits at trade shows, choosing to lift the lid on new products at its own special press conferences. Apple products often go on sale very soon after they're announced -- something else Samsung seems keen to emulate if that "closer to commercial availability" hint is anything to go by.
Dry your eyes Galaxy fans, CNET UK will be present at Mobile World Congress to flood your consciousness with loads of new phones. We didn't even want to see the S3 anyway. Hmph.
What do you think of Samsung's new approach? Tell us in the comments, or on our Facebook wall.