In the case of the smartphone industry, this product battle was an evolution, albeit a slow one. Smartphones had been around for some time before the Apple iPhone changed the industry. Suddenly, smartphones were cool and, to be cool, one naturally had to forgo their BlackBerry or Nokia for an iPhone and it’s simple, intuitive iOS operating system and iPod integration. Just like anything designated “cool” by the masses, a counter-culture to the iPhone phenomenon had to exist for those who didn’t want to “conform” to the masses and purchase an Apple handset. When Google introduced the Android OS, the opposite crowd rallied behind it and the argument became Apple vs. Android.
Samsung then introduced the Galaxy S handset. Incorporating the Android OS platform and a similar approach to design like Apple, Samsung took a design approach of giving consumers more than what the current version of the iPhone could offer. Give them everything the iPhone can do, and then give them MORE. The Galaxy S became the flagship handset not only of Samsung but also of the Android platform.
The Samsung Galaxy SII built up the success of the S upon its release and helped pull Android’s usage numbers ahead of iOS. Then came the handset that firmly established Samsung as the choice of the handset counter-culture—the Samsung Galaxy SIII. The SIII, offering many features that its competitor, the iPhone 4, could not match, was a resounding success—selling over 40 million units since its launch. A larger, high-resolution screen, a more powerful quad-core processor (or dual-core for some models) and LTE coverage offered by the Samsung Galaxy SIII helped create new battle lines. You were now in one of two camps—iPhone or Galaxy S.
Go no further than any popular electronics site like Engadget or Gizmodo to see the vitriol these two camps throw at each other in an attempt to persuade others that their handset