The future product hype machine has been squarely focused on perpetuating rumours of an Apple iWatch this week, but that doesn't mean that the Samsung Galaxy S4 rumour mill isn't still moving at breakneck speed.
Indeed, the latest gossip from fansite SamMobile has the Korean firm releasing a host of jazzy fitness accessories this spring to complement its next flagship handset.
Apparently, the whole Project J schtick isn't just about one device (the Galaxy S4), but is in fact insider-speak for a range of smartphone products currently being prepped by Samsung.
A 'Fortius' moniker is thought to allude to new Galaxy S peripherals, with an arm band, bike mount, and pouch all in the off according to SamMobile. Is an Altius-branded smart watch also on the horizon?
Screenshots (pictured, top) purporting to depict the UI of such a device have surfaced, but the normally enthusiastic website isn't so sure about their authenticity.
"Samsung doesn't use codenames on their splash screen. The UI doesn't meet Samsung's UX guidelines and Samsung never uses mirror effect on their branding," SamMobile notes.
Potentially of more substance are recent reports that Samsung will introduce a Galaxy S4 mini shortly after unveiling the S4 proper. Alongside 'Altius' and 'Fortius', a final product with the tasty codename of 'Serrano' has popped up in connection with a "week 21" (May) release.
The Galaxy S4 is expected to launch on 15 March at a Samsung Mobile Unpacked event, and the arrival of a stripped down version of the handset a couple of months later seems to make sense - especially as Samsung has adopted this strategy before in the form of the Galaxy S3 and Galaxy S3 mini.
Whatever the case, one thing seems certain: Samsung is poised to sell a heck of a lot of handsets in 2013. But don't just take our word for it.
Better known for his Apple-related outbursts, Jeffries & Company analyst Peter Misek recently issued a client note where he revealed Samsung's sales expectation for the S4 as a cool 100 million units.
"The enormous 100 million S4 build plan (we estimate the S3 sold 60M) is leading some suppliers to say that they will reallocate resources away from Apple," Misek wrote.
In other words, Apple's potential production of an iWatch, iPhone mini, or iTV may not be a case of the company indulging its innovative whims, but rather a last gasp bid to stay competitive.