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Samsung is reportedly preparing to roll out its latest Galaxy smartphones as early as late February and begin selling them the following month.

Bloomberg, citing sources familiar with the matter, reports that the accelerated introduction of the Galaxy S9 and S9 Plus would offer a Samsung competitor to Apple's touted iPhone X more quickly than originally anticipated.

The South Korean company and its California rival are the No. 1 and No. 2 smartphone makers, respectively, in the world. Samsung has enjoyed solid growth of late, but Bloomberg noted some forecasts expect the company to lose some of its market share next year.

The sources told the publication that in an effort to continue Samsung's run of strong performance, the next incarnations of the Galaxy will offer features similar to its predecessors but with an upgraded camera.

Bloomberg reported earlier in the week that Samsung also plans to introduce a smart speaker early next year.

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