It appears that Samsung has once again joined a growing list of companies that have decided not to release their flagship devices at Mobile World Congress. Reuters reports that the South Korean electronics giant said it will launch its new Galaxy S smartphone on March 14 in  New York after requests from U.S. carriers. We’ve emailed Samsung for confirmation.

One likely reason why Samsung chose New York for its launch is because, as Reuters notes, it is “Apple’s turf” and rivalry between the two is becoming increasingly intense. Launching in New York instead of at this week’s Mobile World Congress also has the added benefit of ensuring that the latest Galaxy S’ debut will not be lost amid a sea of noise from competitors.

Last year, Samsung released the Galaxy S III in London. The year before that, the Galaxy S II was released at MWC in 2011, while the first Galaxy S made its debut at the CTIA mobile trade show in the U.S. in 2010.