According to the latest buzz, the Korean brand Samsung has emerged as the world leader in the Smartphone war with Californian Apple slipping into an uncomfortable second position. Strategy Analytics in their latest research found that Apple had an abysmal growth in the Smartphone sector in the second quarter of 2013, with an annual market share increase of 20 percent as against the Samsung’s growth of 56 percent, which is presumably due to the price considerations and an inability to capture consumer imagination in a fast-paced market.It is still too early to predict a demise of the Apple, and give permanence to Samsung as the victor in the Smartphone war. The difference between the two giants lies in the fact that Apple updates its devices perhaps ones or twice each year attaching a exclusiveness to its products thus beating the race of commoditization, while Samsung on the hand offers a vast range of newer products addressing a larger segment of consumers, while also refreshing its products on a continuous basis. Thus Apple thrives on a “mega-hit model” while Samsung traverses through an “expanding market share” model. Yet it remains to be seen how long these two giants will refrain from becoming a victims of their own success with a shift in biggest Smartphone markets to China and other developing countries, an increasing trend of customers moving towards older and cheaper models and a market that is being fast eaten into by smaller slew of competitors like Sony, LG, HTC, Huawei and Lenovo.