Samsung is reportedly planning to launch its own upgrade program to give Galaxy smartphone fans an easy and more affordable route to its latest devices.

The move would be a direct response to Apple’s iPhone Upgrade Program, and could prevent long-time users from making the switch to iOS.

“Samsung could start the program once its next flagship Galaxy S7 smartphone goes on sale in South Korea, which is expected to be around March,” reports Reuters, citing South Korean newspaper Electronic Times.

Just like the iPhone Upgrade Program, Samsung’s would give customers the option to trade up to its latest Galaxy devices every year — rather than having to wait two like you would with a traditional contract, and missing out on one every other year.

If the program is a success on Samsung’s home turf, it is expected to make its way to other markets. Samsung will be hoping that it can convince existing Galaxy owners and other Android users not to switch to iPhone just to get yearly upgrades.

If it can convince iPhone owners to get a Galaxy, too, then that’s an even bigger bonus.

• SourceReuters