The Galaxy S6 and the Galaxy S6 edge in particular received a major design upgrade as opposed to previous Galaxy S handsets, and while they did contribute to the popularity of these handsets, Samsung needs to get creative as margins get thinner in the high-end segment. A source cited in the report claims that the Galaxy S7 will bring major improvements in areas like performance and picture quality, some new software features will be present as well, but don't expect a surface overhaul for the next flagship. One can draw a comparison with Apple which has kept the fundamental design of the iPhone quite the same over the years while every iteration adds powerful hardware to the mix which creates a combination that's almost always an instant global hit.
From this point of view it makes sense for Samsung to try and increase its margins by keeping the design similar to the Galaxy S6 but adding the latest processors, DRAM, display and camera technology under the hood for a truly improved user experience. Whether or not this turns out to be true, or proves to be a hit with customers, remains to be seen.
