For the first time in years, Apple has unfortunately found a reason to fear for its smartphones. With Samsung Electronics hitting the market with a bang and offering a series of phones with nearly the same and, in some cases, better features than those offered by Apple, the race is destined to be neck to neck over their latest products in the market.
Samsung’s latest Galaxy S III will be competing directly with Apple’s iPhone for sales, after it seems to be emerging as a potential challenger in the electronics consumer market. With a market that is already littered with hundreds of brands offering more or less the same features, Apple and Samsung are the only ones that are still running their smartphone divisions with a profit.
Though Apple continues to lead the market with 72 percent of the share, Samsung can safely say that the rest belongs to them.
The South Korean electronics company has long been making computer chips, flat screen displays and a wide range of consumer products like refrigerators, washers, dryers, cameras, vacuum cleaners, printers, computers and lots more. In contrast, Apple has allowed itself to stand out in one or two markets and those include its iPhones and iPads.
Moreover, while Apple strives to bring new ideas to the market, Samsung has been able to survive by studying the existing markets and innovating inside what’s already there.
“We get most of our ideas from the market,” said Kim Hyun-suk, an executive vice president at Samsung, in a conversation about the future of mobile devices and television.
“The market is a driver, so we don’t intend to drive the market in a certain direction,” he said.
Nearly everything the Korean company does, from manufacturing to advertisement, is way different from Apple. Yet, it still has managed to put pressure on its American rival, by already selling phones that Apple later on introduced in the market with a few changes.
Samsung spends nearly double the amount as Apple on research and development and draws inspiration from places that are way beyond imagination. One designer of Galaxy S III said that he once visited Marina Bay Sands resort in Singapore and was so amazed by the natural beauty of its skies and water that he wanted to create an effect that would feel like the water is overflowing from the screen and hence the taps and swipes on the new phone that creates the ripple effect.
However, research is not all. Samsung also spent twice as much as Apple on capital expenditures last year to effectively plan production and distribution of its latest device.
Despite being called a fast-follower, Samsung has proved time and again that it is capable of innovating things that Apple is still trying to understand.