As New York braces itself for Samsung’s heavily hyped launch of its latest Galaxy smartphone, complete with coverage on giant screens in Times Square, the choice of venue reflects the company’s conviction that it has gained the upper hand in its battle with Apple, writes Simon Mundy.
In 2010, with Apple still dominant in the smartphone market, the first Galaxy handset was launched at a modest event in Singapore. A year later, at the Mobile World Congress in Barcelona, Samsung unveiled the second in the series; by May 2012, it was confident enough to launch the Galaxy SIII at a high-profile standalone event in London. Now, as Thursday’s New York launch demonstrates, Samsung is going all out to attack Apple’s grip on its home US market. Read more