Only one in six iPhone enthusiasts claim they would be willing to spend one thousand pounds or more on a new iPhone model. Previous models of the iPhone however, saw 1 in 3 customers willing to spend absurd amounts of money on the latest apple products. Meanwhile, the expected launch of the Galaxy Note 8 is set to hinder Apple’s sales yet again. With tech media organisations such as ‘Trusted Reviews’ providing evidence for the previous Samsung Galaxy S8 being a fundamentally better smartphone than the iPhone 7, it could remain a tough year for Apple.

In recent years, Apple has been given a lot of slack for losing their innovativeness and relaunching the same model each upgrade with only minor differences but for a colossal price. This has allowed Android to snake its way up the market ladder. It has also been argued that Android give the audience what they want; customisation, while Apple prefer to offer exactly what they want your phone to be, such as when the iPhone 7 removed the essential headphone jack; limiting you to apple products.

However, for the first time since the original iPhone release, the iPhone X’s interface will be changed entirely. The iconic home button is being removed and the flat screen is being replaced with a curved OLED display. OLED screens allow each sub-pixel to ‘independently directly power to emit light’. This provides better colour accuracy, image contrast accuracy, screen uniformity and flexible display power management (due to pixels only drawing power based on their individual brightness level)’. OLED is also the fastest growing screen display system, holding fast response times, deeper blacks and better viewing angles.

Samsung however, have been working with OLED screens for years and the current S8’s specs are generally more powerful than the iPhone 7’s, with double the storage capacity, a far better battery life, a slightly better megapixel camera and more RAM (meaning faster load times). The redeeming quality for the iPhone 7 is its ability to quickly switch between apps from memory without slowing the phone considerably, which it does faster than any Samsung product.

If there’s one thing Apple know how to do right, it’s making money. Most of the smartphone market is dominated by Apple, and with each new product reveal, audiences become hyped and the products are brought, purely because of Apple’s reputation alone. You can’t argue in some respects that the iPhone is inferior to a Samsung Galaxy, because you quintessentially get a phone with excellent communication features, connectivity to other devices, quick app switching, a well-designed interface, a secure network not easily susceptible to hacking and viruses and easy access to iCloud; potentially the most powerful Cloud network to date.

People who are used to owning an iPhone will appreciate the interface changes whilst also knowing they will be receiving all the familiarity of owning an IOS product. Samsung is more limited to functioning purely as a Smartphone, without as much access to the cloud or other devices. People typically make the switch over to Android products after wanting a change; knowing they’ll be receiving a new interface and unlimited customisability. The iPhone X’s remodel of the classic iPhone could therefore be enough to keep customer retention and explode in sales.

Mediareach are excited to see who the victor will be in this next battle of Smartphones and will be keeping a close eye on how both Apple and Android influence the market and consumers ahead of them.