More from that Samsung home screen. pic.twitter.com/5Z0jKKxXYN— @evleaks (@evleaks) January 19, 2014
Some commentators have suggested the interface looks like Google Now, but we'd argue it's more akin to a cross between BlinkFeed on the HTC One and Metro tiles on Windows Phones.
We also initially thought some notifications looked commercially-based — advertising, in other words — until we'd really studied all the information. The alerts include exercise tracking statistics, notifications of parcel deliveries, upcoming calendar events, messages and sport scores.
It certainly seems to be a similar concept to Google Now — the presentation of not only received notifications, but also the delivery of pre-emptive information based on your search history, locations, Gmail and more.
As with all the S5 rumours, we'll have to wait until March/April to learn the whole truth, but with Samsung's venerable TouchWiz UI starting to showing its age, we'd expect the company to be working on something fresh for its next flagship smartphone.