Samsung customers can now transfer content from their iPhones to a Galaxy handset thanks to a new application.
The Korean firm has unveiled the Easy Phone Sync app, so users who have invested time and money beefing out their iOS device with content can make the switch over without parting ways with more cash.
The easy-to-use feature is likely to prove particularly popular with those wanting to keep their iTunes catalogue on a new Galaxy device, and Samsung hopes the app will encourage existing iPhone users to make the switch to one of its Android handsets.
The move could well prove a shrewd ploy, as the company tries to keep sales of the coveted Samsung Galaxy S3 buoyant, and perhaps steal Apple consumers before the iPhone 5 launch has had the chance to persuade them otherwise.
Simon Stanford, Vice President of Telecommunications and Networks at Samsung UK and Ireland said, "We're really proud to announce the launch of this new application and can't wait to hear what our new and existing customers think of it.
"We know that traditionally iPhone users have been reluctant to switch to an Android device because they couldn't use iTunes to manage their content. Easy Phone Sync means people can now enjoy their iTunes content on a Samsung Galaxy phone."
Highlighting the app's convenience, Stanford added, "What's more is that it's really easy for them to do, and literally takes five minutes to set up."