Apple's iPhone 7 as seen on its official website
Apple's iPhone 7 as seen on its official website.Apple

The launch of Apple's iPhone 8 later this year will certainly set off a fierce battle in the premium smartphone segment. But, if a new report is to believe, the Cupertino-based tech giant has already won the mind game by apparently forcing two of its rivals to come up with new strategies in anticipation of a tough competition after the new iPhone is released worldwide.

Multiple reports have indicated over the past few days that Samsung and LG are going to launch additional variants of their 2017 flagship smartphones. While Samsung recently said that it would introduce three new colour variants for the Galaxy S8 and Galaxy S8+, LG is also reportedly planning to launch "Pro" and "Plus" variants of the LG G6 with upgraded onboard storage.

According to The Investor, the two South Korean companies have decided to launch new variants of these handsets as they are gearing up for the upcoming iPhone 8, which is expected to feature exciting new features to take on Android competitors. Rumours are rife that Apple could introduce the iPhone 8, along with two upgraded versions of the iPhone 7, in September.

Citing industry sources, The Investor report also said that "Rose Gold" would be one of the new colour options for both the Galaxy S8 handsets that are currently available in five colours, including black and gray. The company is also likely to launch a refurbished version of the ill-fated Galaxy Note 7 sometime this month.

The LG G6 device is displayed at the LG stand at the Mobile World Congress in Barcelona, Spain, March 1, 2017.REUTERS/Paul Hanna

When it comes to LG, the company is said to be preparing for the launch of new 32GB and 128GB variants of the G6, in addition to the existing 64GB model. The new variants are expected to be launched later this month.

A radically-designed iPhone 8

The iPhone 8, which will mark the 10th anniversary of the Apple smartphone, is highly expected to feature a radical redesign, with an edge-to-edge display shunning the top and bottom bezels. If turns out to be true, the new design will also allow Apple to ditch the traditional physical home button and have the Touch ID fingerprint sensor built directly into the display.

iPhone 8 leaked renders
New iPhone 8 renders leaked in CAD file

With an edge-to-edge display, the iPhone 8 is expected to be similar in size to the 4.7-inch iPhone, but with a larger OLED display measuring 5.5-inch. Some reports have also suggested that the new device could feature a 5.8-inch display while offering 5.15 inches of it as usable area and leaving the rest for virtual buttons.

With a 10-nanometer A11 chip, the iPhone 8 is also likely to be much faster than its predecessor. The device is also speculated to come with additional features like wireless charging and biometric capabilities like facial and gesture recognition.

The iPhone 8 could also include significant improvements in terms of cameras. Rumours have it that the phone's front-facing camera may include 3D sensing capabilities while there could also be a vertically positioned dual camera setup on its back.

However, all these are pure speculation as Apple hasn't made anything official about its next-generation iPhone. Let's wait for the company to make the iPhone 8 official to see how many of these rumoured features actually make it to the device.

Stay tuned for more updates!