Preface In our fast-paced world of new and future technologies, the smartphone market has skyrocketed in previous decades. One of the world's leading smartphone companies, Apple Inc, has recently been in decline and its main competitor, Samsung, is taking over. In more recent years, Apple's iPhone has dominated the smartphone world known for its ease of use and high quality. project. Apple's first iPhone design hit the markets in June 2007, created by Apple founder Steve Jobs. One of Apple's most recent iPhone models, the iPhone 5 released in September 2012 was soon replaced by the iPhone 5c and 5s released a year late. Samsung shares are slowly outpacing those of Apple, which fell 37% to an all-time high in September 2013, just two days before the iPhone 5 hit stores. By comparison, IHS iSuppli, an industry data website specializing in electronic services/media, reported that Samsung held 28% of global smartphone markets in the previous year. Samsung VS Apple A recent survey by a research investment firm called Canaccord Genuity concludes that the latest Galaxy phones sold more units combined in the United States than Apple's iPhone in May 2013. Android and IOS operating systems respectively accounted for 91.1% of all smartphone shipments during 4QT 2012. In 2013, Samsung's 4QT profit rose to 76%; a record for “smartphone sales strength”. Comparably, Apple shares fell more than 5% after the launch of the new iPhone 5s and 5c. Apple has been criticized in the past for releasing updated models of their products, such as the iPhone, before major holidays to boost profits. It's been noted that Samsung often releases its new phones during the months when Apple's sales come in... amidst paper stock. It has been noted that “around a third of the world's mobile phones are sold in China to half a billion people, but only 12% of these phones are made by Apple” (UK DailyMail). The article described that an iPhone cost about as much as the average monthly salary of a person living in an urban area. If Apple wants to continue to thrive above Samsung in the international smartphone market, the company will have to make progress in the Chinese market. In 2013, China was Apple's second-largest market, which leaves the company with room for improvement. Looking at Apple's biggest competitor, Samsung, the legend of Steve Jobs will have to improve innovation to provide more attractive features in a new market, lower prices, without sacrificing quality and better marketing techniques to target a specific audience in this new and emerging market. Word count: 1,486