In the evolving smartphone market, one false move can mean ruin - just ask Nokia or Blackberry.
With that in mind, Samsung is set to let loose the latest version of its Galaxy series, the S5, in WA tomorrow. And it has played it safe, in the best way possible.
With a slightly bigger screen, slightly higher-resolution camera, a slightly faster processor and longer battery life, all the additions are welcome but . . . slight.
Yet, as John Farnham famously crooned, "If it ain't broke, don't try to fix it".
The two elements that stand out from its predecessor (and its fruity rival) are the phone's waterproofing and a focus on health. Unlike the iPhone, which goes into a coma after one trip in the toilet, the S5 is waterproof for up to 30 minutes (check out YouTube if you are sceptical).
It is a unique feature for all those butter-fingers out there.
The health element is interesting, albeit slightly more finicky.
When I tried the heart rate monitor, first on the accompanying watch (or Gear Fit, as an add-on for about $269), it measured 62 beats per minute.
On the phone's own in-built sensor 15 minutes later it measured 120bpm. Sure, I'd had a long mac in between but I don't think it doubled my heart rate.
Research has shown the health element (the phone itself and wearables) is an area phone makers are banking on as the next big thing, and though Samsung's attempt is a little clunky it will attract some users.
One thing that will remain healthy is Samsung's profits. This phone will sell very well and, dare I say it, may tempt some iPhone users - who have to wait until June or July for the new iPhone 6 - to make the switch.