Apple iPhone mania is about to hit the shops again after the techno giant's new 4G-enabled mobile was unveiled yesterday ready to go on sale from Friday.
The iPhone 5 has a taller screen and is slimmer than its predecessors and will no doubt wow the gadet geeks.
But where does it stand in the current competitive market?
"The two things I think that matter is one having 4G LTE some people just really wanted 4G phones and Apple is a year behind some of the competition out there; having the larger screen size also helps. They are still not the largest screen size but it definitely closes the gap between Apple and the competition," said analyst Scott Sutherland
Apple has sold more than 243 million iPhones since 2007, but Samsung now leads the smartphone market with a 32 per cent share compared with Apple's 17 per cent.
However analysts say the rivalry is set to intensify particularly in the light of their ongoing patent disputes.
