Samsung is the world's largest manufacturer of Android devices, but like many of its rivals, the company customizes its products with its own user experience and interface design. Officially, it's known as TouchWiz, but Samsung's use of that name has gradually diminished, compared with the days when it was touted as a key feature of its devices.
But now, the Korean tech giant is preparing to officially consign the TouchWiz moniker to the history books.
In recent weeks, Samsung has been testing its Android 7.0 Nougat update, with a series of preview releases made available for the Galaxy S7 and S7 edge to those on its Galaxy Beta Program. As Phandroid spotted, the latest beta has now ditched references to TouchWiz, and instead refers to the 'Samsung Experience'.
It's not yet clear if Samsung plans to extend the same branding to its Tizen devices, but if the company intends to shine a spotlight on its own user experience as a selling point for its hardware, that seems like a safe bet.