With Samsung scheduled to release the new Galaxy S IV powered by Google Inc (NASDAQ:GOOG)‘s Android OS tonight, many have speculated that this will be the moment when Apple Inc. (NASDAQ:AAPL)‘s iPhones loses the top spot among smartphones, possibly forever. Of course, there is an equally large contingent of Apple Inc. (NASDAQ:AAPL) supporters and tech insiders that believe the latest addition to the Galaxy line will be as underwhelming an advance as the iPhone 4S was for the iPhone 4. While some of the new tech that may be included in the device has potential, an underwhelming release could be a huge reinvigoration for the iPhone maker.
Ultimately it is Samsung’s broad market approach that poses the greatest threat to its Cupertino brethren. Recent reports suggest that in addition to the release of a new flagship Android device, the Korean company is planning to release a 4G LTE smartphone in the Indian market with a roughly $100 price tag. By hitting every price point in the market, Samsung is making it hard for any other company to keep pace.
What to expect from the Galaxy S IV
The only devices that have more speculation surrounding their release are iPhones, and Samsung has learned from that, building hype through carefully crafted advertising. In 2012, Samsung spent more on advertising than Apple Inc. (NASDAQ:AAPL), spending $401 million in the U.S. as compared to the $333 million spent by Apple. Central to Samsung’s campaign has been the tag line “The next big thing is here,” which has helped the company poke fun at Apple. The response from Cupertino has been a series of ads that highlight how much sense iPhone makes. For example, Apple Inc. (NASDAQ:AAPL) has asked us to see the common sense of a smaller screen because that is how far our thumbs can reach.
This ad divide provides a natural segue to some of the new features of the Galaxy S IV. Among other advances, the new device is expected to follow the trend of previous Galaxy updates, bringing users a larger screen. The new device is expected to include a nearly 5-inch screen to go with an OLED screen and potentially the ability to scroll through websites using a new eye-tracking technology. Additionally, the new smartphone will have an upgraded camera.
U.S. models will likely utilize a QUALCOMM, Inc. (NASDAQ:QCOM) processor; non-U.S. versions will likely get Samsung’s own eight-core processor. The inclusion of the QUALCOMM, Inc. (QCOM) chip, if this is indeed the direction taken by the company, comes as a reaction to supply constraints already being faced by the company. Supply chain issues proved a major problem for Apple Inc. (NASDAQ:AAPL) with the release of the iPhone 5 which, despite record sales, was believed to have been limited by availability problems.