Apple Inc. (NASDAQ: AAPL) faces a higher hill to climb in an effort to maintain its dominance in the high-end smartphone market. At about the same time as Apple released the new iPhone SE four-inch version, Consumer Reports named the brand new Samsung Galaxy S7 as its number one smartphone choice.
Apple management faced a severe challenge from Samsung before, when the South Korean company’s Galaxy series topped the sales charts, before the iPhone 6 rectified that problem over a year ago. Samsung has gained momentum with the Galaxy S7 to push the scales its way again.
According to the editors of Consumer Reports:
The new Galaxy S7 and S7 edge bring back water-resistance and expandable memory. They earn Excellent battery life scores, and turn in top-notch performance in other areas. These new models aren’t just Samsung’s best smartphones, but, perhaps, the best smartphones. And they now sit atop our Ratings.
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The phrase “the best smartphones” has to enrage Apple management, and it risks that the iPhone line will have sales problems, even with the new iPhone SE.