Samsung may crank out new smartphone models by the bucket-load, but up until now its flagship Galaxy S phones have only arrived at a rate of one generation per year.

That may be about to change, since a new rumor claims that fear of Apple’s upcoming iPhone 6s could drive the panicked South Korean tech giant to rush forward its Galaxy S7 — in order to coincide with the expected September launch of Apple’s next-gen handset.

Because rushing products out so as to be able to yell “first” always works out well for you, right Samsung?

According to the report, Samsung Electronics is pushing R&D for the Galaxy S7 with the intention of releasing it in the second half of this year, just six months after the arrival of the Galaxy S6 — which was originally proclaimed as a possible iPhone killer.

Thus far, reports have been mixed about the success of the Galaxy S6. Samsung has estimated sales of the Galaxy S6 and Galaxy S6 Edge will reach cumulative figures of more than 70 million in 2015, while others have suggested the numbers are likely to be much lower.

Samsung’s President JK Shin has “firmly denied” reports that the S6 is a sales disaster, but the company has not yet released accurate figures of sales so far as a corrective.

An early Galaxy S7 isn’t the only news we’ve heard about a Samsung handset possibly being brought forward to compete with the iPhone 6s. As per a recent rumor, the Galaxy Note 5 is said to be going on sale in July, three months earlier than expected — although Samsung has also denied that this is the case.

While Apple’s iPhone “s” releases are normally minor compared to the full-number iPhone launches, everything we’ve heard so far about the iPhone 6s suggests it could be the biggest incremental iPhone launch yet.

The iPhone 6 and 6 Plus also proved better than any prior iPhone at appealing to Android users, which Samsung is obviously worried about.

Judging by the fact that Apple’s apparently upped its orders for the next-gen iPhone 6s, clearly Cupertino is confident that this trend will continue.

Your move, Samsung…