For years Apple has had a stranglehold on the phone market, and the grip has only gotten tighter in recent years. In fact, Samsung losing ground to Apple has even forced Google to adjust its own strategy. But it appears that Samsung is done standing on the sidelines and is ready to go all in on beating Apple.

In an executive meeting with Samsung’s device experience division, Vice Chairman Han Jong-hee reportedly told the division to “think about ways to strengthen the competitiveness of smartphones without getting caught up in cost reduction,” according to a report from Hankyung.