The date of the official release of the highly-anticipated Samsung Galaxy S10 is February 20, in another "Unpacked" press event for the South Korean giant.

The Galaxy Unpacked 2019 event is taking place at the Bill Graham Civic Auditorium in downtown San Francisco - pretty close to Apple's offices.

In what could be the biggest product launch in Samsung's history, the tenth anniversary of the Galaxy line is expcted to bring "very significant" design changes, mainly due to the company’s new Infinity O display with narrow bezels and what a small punch hole for the cameras.

It's expected that Samsung will launch three models in the Galaxy S10 line: a 5.8-inch Galaxy S10 Lite (or S10 E), a 6.1-inch Galaxy S10 and a 6.4-inch Galaxy S10 Plus. These devices are expected to hit shelves in March. A separate 5G Galaxy S10 will likely come later in the spring.

The new devices are also expected to come with an ultrasonic fingerprint sensor embedded underneath the display, bolder colors, Qualcomm's powerful new Snapdragon 855 processor, improved low-light camera performance, Android 9 Pie, and Samsung's new OneUI.

Samsung fans could also expect a word for Samsung's first foldable phone during the event. The device’s name is still being determined, with “Fold” or “Galaxy Fold,” as well as “Galaxy F” as three possibilities, according to unconfirmed reports.

Samsung already teases with a set of billboards that pay homage to the company’s Korean originality, which have been installed in Paris’s famous Place de la Concorde. The billboards pair imagery with text written in Hangeul, the Korean letters. When translated, the intriguing messages are revealed to say, “The future unfolds” and “February twentieth.”

Samsung needs a hit product after suffering a major slide in smartphone sales in 2018. Consumers saw last year’s flagship devices, the Galaxy S9 and Note 9, as incremental upgrades, while Chinese brands, including Huawei, grew in popularity selling similar devices at lower prices.

The company's smartphone shipments declined 13% from a year earlier for the three months ended Sept. 30, according to research firm Strategy Analytics, a more severe drop than the industrywide slide of 8%.

Huawei also plans to introduce a competing foldable-screen device at the same timeframe during Barcelona's MWC event (Feb. 25-28).