Samsung Electronics Co expects the pair of Galaxy S6 smartphones that debut on Friday to set a sales record, with analysts predicting shipments could reach 55 million this year and help the company overcome a recent surge by Apple Inc.

Demand for the Galaxy S6 Edge, which features a screen stretching down both sides, probably will exceed supply as the company works to manufacture enough flexible screens, Co-Chief Executive Officer Shin Jong-kyun said in Seoul on Thursday. The other model has a traditional flat display and will cost less.

Optimism about the new high-end devices fueled a rally in Samsung shares as investors count on new designs to spark consumer attention and the use of Samsung's own processor and modem chips to bolster profit margins from components. The new phones will be released in 20 countries on Friday - including the US, the UK and Germany - with China sales starting on April 17.