SHARE

Historically, Apple and Samsung waged an immense battle in the bid to achieve dominance in the smartphone market.

The intense level of competition between these two brands has dissipated in recent times, with Samsung having lost vital ground and struggled with declining profits.

This may be about to change, however, with the highly anticipated Galaxy S7 expected to challenge the dominance of Apple and potentially rival the iPhone 6s. Samsung is also looking to position its new product as aggressively as possible, as it looks to steal a march and regain its place in the market.

The most recent battle in a decade-old war began recently, with the announcement that the Galaxy S7 will be unveiled in January. This is a month earlier than the traditional February release date, and it is a clear indication that the Samsung brand is keen to stave off competition from the already popular iPhone 6s and 6s Plus devices. This is certainly a bold move, as it will plunge the Galaxy S7 into the post-Christmas market and provide a direct challenge to Apple’s latest handsets.

While Samsung have remained tight-lipped on their latest device (in a bid to create more intense speculation and a keener sense of anticipation), they have not denied the reports of an early release date. Although many experts will take such a claim with a pinch of salt, it makes sense that Samsung should look to release their latest device quickly and with considerable brand momentum. Certainly, there appears little point in adhering to the traditional release date if it means losing market share at the beginning of 2016.

The approach so far appears to be working for Samsung, with intense speculation whetting the appetite of consumers and offering an insight into what they can expect from the device. The Galaxy S7 is set to feature a new, 3D Touch-inspired pressure sensitive display, for example, which will enhance any live streaming experience and the enjoyment of games on platforms like 888 Casino. An improved camera has also been discussed at length, while Samsung are expected to power the new and enhanced device with a powerful, Qualcomm Snapdragon 820 processor.

This could subsequently be an exciting time for the smartphone market, which remains in dire need of genuine competition for the dominant Apple brand.