Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up

Overview: Apples reputation was based on its proven ability to disrupt existing markets and create new markets with technical and design innovations. In some circles the launch of the iPhone 5 was viewed as an evolution, rather than a revolution. Samsung makes several versions of their Galaxy S 4 to suit the needs of different markets, Apple does not. In India, the number three smart-phone market, Apple lags far behind Samsung, offering an Android phone for about $ 100. Indian consumers pay $ 500 for an iPhone 4 and about $ 850 for the iPhone 5.

How has Samsungs global marketing strategy enabled it to compete so effectively against Apple?