Samsung and Apple are battling it out with their flagship devices this year. The Korea-based company is enjoying the success of its Galaxy S7 and Galaxy S7 devices despite the downfall of the Galaxy Note 7. The US company is also boasting the iPhone 7 and iPhone 7 Plus. But the rivalry gets even more intense next year. Both companies are set to launch their new flagship devices. To get ahead of the competition, Samsung might introduce an innovative auto focus selfie camera feature on the upcoming Galaxy S8.

According to the Korean site ETNews, the company's strategy is to "increase the quality of selfie pictures". This is amidst the increasing demand "for cameras that take selfies with higher qualities," said by an industry representative. As people take more selfies, Samsung wants to attract customers by installing "encode-type AF actuator" for the Galaxy S8's front camera. By doing this, Samsung's new flagship device will make itself distinct from other smartphones in the market, namely Apple's iPhone.

This new camera technology that Samsung is introducing is different from what smartphone makers have been using. Normally, the quality of their front-camera is based on pixels. It's either they adjust the size of these pixels or increase its number, according to BGR. Samsung has been using "fixed focus-type" front cameras. The problem with autofocus on the front camera is the fact that it will make the phone thicker.

But Samsung has apparently found a way to add this function "without increasing the size of the camera module". ETNews further reported that the "encoder" method will allow coils at the side. This encoder-type actuator will make the Galaxy S8 slimmer. Hence, customers should expect the smartphone to have an elegant design.

This means that Samsung will not use the Voice Coil Motor that enables the autofocus function in rear cameras. As with other rumors about the Galaxy S8, Samsung has not confirmed or denied this. Though they said in a statement that the company "cannot discuss any information regarding new products that are not commercialized yet".

So far, both the Galaxy S8 and iPhone 8 are said to be equipped with the OLED display technology. It would be Apple's first time to use the new technology on its iPhone. Curved screen for both these flagship devices is more likely with the use of OLED instead of LCD. BGR also reports that the all-glass design for the Galaxy S8 and iPhone 8 will support similar features that include fingerprint scanners and other sensors. They are also rumored to have dual-lens rear cameras.

With these similarities, it will not be surprising for Apple to adapt the new camera technology that Samsung will introduce. The Galaxy S8 is set to be launched in March next year. The iPhone 8 will probably be released months later in September.