Ever since the inevitable innovation from mobile phones to smartphones began in 2007 with Apple, the competition has boiled down to the two main competitors that we have discussed in this paper: Apple and Samsung. This competition has spawned amazing features for both of these companies products that they end up having similar ones for each product that releases. Because of this global penetration, smartphones have reached markets in every major continent and continue to become a major part of the users’ everyday activities. Smartphones are such a huge part of many peoples’ lives in developed countries that an estimated 58% of the worldwide population will have one by 2020 (Wu, 2016). With this explosive growth, there are both positive and negative impacts that affect the lives of users. According to Sarwar and Samroo (2013): The key impacts like enable to be always-connected, addiction to phone, single device with all required features, business edge, convenient educational features, apps as new technology, entertainment, best utilization of time, disrespectful behaviour, privacy issues, impact on culture, distraction at work & at education Institutes and many more provide us both positive and negative sides of the Smartphone’s. Such extended use and necessity for smartphones in the user’s everyday lives have been taken into account from these two giants as they have been beginning and furthering research on features nearing full immersion. This is true since all age groups in areas with smartphone penetration can be found with these devices because of their customizability and/or ease of use. Such continuous and pervasive social connectivity has important implications for society, and holds a lot of potential in particular for use in education, healthcare and medicine (Boulos, Wheeler, Tavares, Jones, 2011). The specifics are trade secrets and are locked away from the public until release, but we can assume that this will be the direction that both tech giants are making strides in for future products.But just as earlier explained in this report, there are always going to be drawbacks going forward. The continued proliferation of smartphone use in the world has changed habits, ethics, and traditional ways in some societies. According to Cudjoe (2014), “For example: talking while eating was considered as bad manners. However, today it has become a common habit because so much is dependent on cell phones that its untimely and unrestricted use has been accepted worldwide.” This may look like a small example, but negative effects and the changing of social taboo may move forward as the advancement of smartphones continue. The accessibility and functions afforded with being “connected, everywhere and every time” will stunt the social skills of our future generations, as they would not feel the need to socialize face-to-face when they already have their peer/friend group online. Moving forward, human society must learn how to adapt to these changes so that a healthy lifestyle and physical body is maintained in the face of an immersive net presence, and inevitable features that will support it.Steve Jobs, Steve Wozniak (college dropouts), and Ronald Wayne established Apple on April 1, 1976. Although Ronald saw this venture as a big risk with little to no reward and pulled out of the company not too long before the release of Apple’s first computer. Their direction of their first computer was to change the way people perceived computers. Instead of big mainframe computers they wanted to make smaller compact computers for personal homes and offices. Jobs and Wozniak began their venture in Job’s garage building a computer (Apple 1). They were able to sell 50 computers for $666 a piece without a monitor, keyboard, or casing. With this small, but early success, they began making improvements in their computing power and reliability of their future units by adding the essential of a monitor, keyboard, and casing in the next yea. Even with a couple of setbacks, Apple made a major turnaround all due to the invention of the iPod. In 2001 the iPod, a small digital device that could fit numerous amounts of songs, was introduced and would soon change the game (Rawlinson, 2017). It became the most sought after consumer product for a decade. With major success and a massive new source of income, they continued the iPod chain with up to five generations of the iPod. In 2007 the very first iPhone was unveiled. The device reinvented mobile devices and for seven years they have been on top of the mobile industry epitome. In 2007 the very first iPhone was introduced and has revolutionized the industry to what it is today according to Steve Jobs “Apple is going to reinvent the phone”. On June 9, 2007 the very first iphone was released. The iphone although did not release to other countries until November 2007 in the UK (Grabham, 2017). The first iPhone had a 3.5 multi touch display (looked exactly like the Ipod touch 1st generation) with IOS 1 has its operating software that run a mobile version of Apple’s desktop OS X (Heisler, 2016). It included features such as multi-touch gestures, voicemail, internet communicator on Apple’s proprietary Safari, and a youtube application. Samsung was created by Lee Byung -chul on March 1, 1938 with a small sum of money as a trading company based in Taegu, Korea. As a small grocery store, they traded and exported produce such as vegetables, dried Korean fish and their own homemade noodles. The company was gaining success and began to expand, until the Korean War came about (Burris, 2017). The war forced the company to abandon its growth from Seoul. After the war Samsung focused on the redevelopment of Korea by creating different subsidiaries. In the 1960’s Samsung entered the electronics industry where the division produced consumer products from television sets to heavy industrial equipment. In the 1980’s Samsung entered the telecommunications industry, which led to the expansion and focus of mobile phones. Samsung is now one of the largest industries in Korea with a heavy focus on electronics. 22 years later they became one of the largest mobile manufacturers. The samsung Galaxy S (i90000) put them on the smartphone map. It wasn’t until the Samsung Galaxy S2 (i91000) that solidified their footprint in the smartphone contingency with Apple. It became one of the best selling smartphones of the year 2009 (release date) and was arguably better than the iphone that was released around the same time with the Galaxy. Recently, there are various reasons why one might choose the Samsung Galaxy S8 Plus over the iPhone 7. Over the years, both companies have been innovative in improving the designs but it really depends on the interests of the user. According to the Miller (2017), “the reasons for choosing the S8 is because of its: display, fast charging/wireless charging, microSD expansion, Gorilla glass 5 for drop protection, etc.” One reason why one might want to choose the Samsung S8 for business is the Samsung Pay, it beats Apple pay because it supports a number of retail locations in order to make purchases from wireless transactions. Another big reason why people would choose the Samsung S8 is because of the headphone jack because the iPhone 7 design did not have the headphone jack which outraged many Apple users.Apple has many features that separate it from that of Samsung. These features include the fact that the Iphone has Touch-ID Fingerprint sensors that automatically helps the user bypass the lock screen without inputting any codes. Samsung’s galaxy has a feature called “Smart Lock” that does face recognition for automatically bypassing the lock screen but it is not as secure as the Iphone’s Touch-ID Fingerprint sensor. For this feature, it creates convenience and security for the users who choose Apple as a product. The Iphone is also superior in making phone calls rather than the Galaxy because Apple created “facetime”. It is a feature that allows the user to make phone calls and have more intimate conversations by allowing both people to see each other through video by implementing the use of both lenses in the iphone which is the first person view lense and the “selfie” or personal lense. Listening to music is easier using an Iphone because it has Apple Music, an app that has no free option and integrates best with your downloads from Itunes. Added to research purposes, the Iphone’s search option called Apple Spotlight, is more superior to Samsung’s google search because it shows more information on emails, podcasts, notes, reminders, calendar events. Texts. And voice memos. Setting your phone to vibrate is more convenient with an Iphone when it is necessary such as during a business meeting, church, or anywhere that you do not need any unwanted distractions because the Iphone has a “physical” switch that you can turn on and off. For the Galaxy, you would have to manually log into the phone, press the volume button to low, and tap the bell to set it to vibrate which cancels the convenience to its users. Voice recognition programs that help smartphone users is more effective with the Iphone because of “Siri”. Users can ask Siri any questions and the program will do its best to search the web for information regarding your questions unlike the Galaxy’s voice”assistant which types as you talk and operates most of its feature offline. For texting, the Galaxy’s default messenger is perfectly serviceable but the iphone’s imessage lets you send free texts and voice messages to Apple recipients, even from your Mac computer. The Samsung Galaxy also has a few features that separates itself from Apple’s Iphone. First of all, the Galaxy is better than the Iphone in telling time to the user because the Galaxy has sensors that automatically tell the user what time it is when taking the phone out of their pockets unlike the Iphone, where you would have to manually press your home button to see the time on the screen. Taking photos and videos is better when using a Galaxy because it is much more efficient and cheaper than that of the Iphone. With the Galaxy’s stock keyboard, it is much more convenient than the Iphone because all the punctuation marks are on the same screen and the letters which make it faster. The Galaxy is far more superior in the use of apps because it automatically organizes them to put your important apps in the home screen and the less important apps in the app drawer. Managing notifications is much more easier with the Galaxy because you can set which are “priority” and what not. By the use of Gmail as the Galaxy’s default mail app, it gives the user more convenience in managing emails because you can browse folders and switch accounts from any screen with a quick swipe to the right, a feature that the Iphone does not have. Directions to destinations are much more easier to navigate through Google maps, which is the best mobile app ever designed and is the default map app for the Galaxy. Finding and managing contacts is more convenient and creative with the Galaxy because it shows larger photos of your contacts compared to the Iphone which makes it easier to find your contacts. Many of the features and services that Apple provides constantly improve and find ways to keep the device more convenient for users to complete tasks in their everyday life while keeping the simplicity of its platform. Like every other phone model, iPhone update their display, chips, camera quality, and model as well as adding additional features. What makes Apple stand out from the rest of the other phone platforms are their marketing strategies and innovation to keep consumers hungry. The mobile operating system that Apple internally developed for the iPhone is the iOS. It is also included with the iPads, iPods, and iTouchs. The new iOS11 user interface is established with physical manipulation such as interface control elements that consist of buttons and switches while using multi-touch gestures. There are many internal features that the iPhone provides from touch ID/ face recognition, security, apple pay, to multi-tasking. With having a great iOS with strong security, hackers and developers have made it possible to remove software restrictions to have less limitations within the phone which is called ‘Jailbreaking’. It is possible by utilizing a range of kernel patches. Jailbreaking an iPhone permits root access to the iOS which allows the user to download and install additional extensions, applications, or themes that are not available through the official app store. It also allows the user to customize your phone in a way it isn’t normally possible or even to download applications for free that are required a payment. Apple maximizes their security in their updates to fix these patches but hackers will always find a way.In a survey conducted by one of our group mates, Aaron Azucenas, last year he, along with his research group found that Guam’s market skewed heavily in the iPhone’s favor versus other competitors. The researcher’s quoted a 2013 study showing that 50% of the United States smartphone of choice was the iPhone. This survey had a sample size of 57 participants wherein 72% of them had iPhones. The survey was conducted in order to find out why people chose the device they bought and what were the factors that influenced that decision. These questions include: “What caused you to buy your device?”, “What are the primary uses of your device”, , Would you consider switching over to a competitor?”, “How would you rate your device?”, “What do you dislike about your device?”, and finally, “What do you like about your device?” For the purpose of this paper, we mainly focused on the answers garnered from the question, “Would you consider switching over to a competitor?” namely, Apple to Samsung or Samsung to Apple. With the comparison results, the top 3 most common influences that made people buy the iPhone were by family and friends, appearances/features, and other outside influences. Peer pressure and trend hopping amongst family and friends is one of the most influential decisions for consumers to purchase an iPhone. Since the iPhone is one of the most dominant platforms on the market, many people feel pressured by society to own an iPhone. Others feel that the appearance and the unique features are what attracted them. Many of the people enjoyed the ability to use Facetime since it is the top video calling app. When asked about what Apple users primarily use their phones for, many have responded to texting/calling and social media which resulted in a tie. Others responded to entertainment, music, and business while gaming came in at the least. We asked Apple users if they would consider switching to Android, 59 percent responded no while 41 percent said yes (A copy of the survey used can be found in Appendix A). To further our research as to why some Apple users might consider switching over to Android are because some individuals who are willing to shift platforms may dislike the features on the device. Perhaps Apple might be lacking some features that are not meeting their projected needs of a phone. Introducing the removal of the headphone jack for the iPhone 7 in 2016 has gained many negative comments due to the fact that the majority of users use the auxiliary cord to watch videos, talk on the phone, and play music. With the data from our survey, Other Apple users who do not plan on switching over have said that they are already satisfied with their device while others are already accustomed to the iPhone. About 59 percent of Apple users and about 56 percent of Samsung or Android users answered no to switching platforms. As far as the people who answered yes to switching platforms, about 41 percent of Apple users and 44 percent of Samsung or Android users would consider the switch (Appendix A). The margins were not far off from each of the ratings, which is a difference of about 3 percent, but we can conclude that Samsung or Android users are more likely to switch platforms. When asked if the Apple users had some reasons why they dislike their phone some have said their device is fine the way it is and that they are highly satisfied with the way the product is itself. Others have said that they have invested too much in regards to the price of the iPhone. Lastly, some individuals have said that it needs constant updating, battery life is too short, and lack of storage space. Aside from what Apple users disliked about their phone, we asked about why they mainly enjoy their iPhones. People have responded that Apple is simple and easy to use. Others feel that there is that needed security that Apple provides to its consumers. They feel that there is that level of trust between them and Apple. Others have said that they find the iPhone appealing due to its sleek and thin design. Lastly, some individuals greatly enjoy the camera quality making it convenient for them to take quality photographs. The future of smartphone technology is once again being spearheaded by these two tech giants. New models that have been announced and are currently in production for release in one or two years is Apple’s iPhone X and Samsung’s Galaxy S9. The two company’s flagship models are equipped with innovative technology that is designed in-house. In addition to their base models, “Plus” versions will be available due to their demand. The iPhone X took a huge turn in design with the omission of the home button. Instead, the iPhone X is equipped with an 5.8 inch OLED screen that encases the whole front portion of the phone; with a glass back to enable another new key feature, wireless charging. Not only did Apple upgrade their flagship model with visual upgrades, but with hardware and software as well. iPhone X’s are now equipped with the company’s most innovative processor to date along with 3GB of RAM and 64GB of internal storage. The 10 nanometer A11 Bionic Processor is special because of the upgrades made in the CPU, GPU, and the newly implemented “Neural Engine” that powers new features like the Face ID camera and Animoji. The X’s CPU is a hexa-core processor, four high performance cores for general use and two power efficient cores. If process heavy applications are needed, it is capable of firing off all six cores for the performance needed. Apple’s newly designed three-core GPU is not only powerful, but is needed for functions like machine learning and advanced features. According to Lilly (2017), “The iPhone X is top-tier device with some advanced features, such as Face ID (facial recognition) and augmented reality capabilities.” To tie it all together, hardware improvements in the form a 7 megapixel front camera and 12 megapixel rear camera ensure quality and functionality. The S9 mirrors many of the outputs the iPhone is putting up, but without the tech invested to make it more unique. Instead of Apple’s FaceID, the S9 features facial recognition and an iris sensor. Rear fingerprint scanning for unlocking the phone and for payment is also rumored to be a function that will make an appearance on the S9. depending on region, the processors that will be equipped on the phone will be different. US S9’s will have the 10 nanometer Snapdragon 845 processor while the UK versions will have Samsung’s produced Exynos 1980 series which both offer 4GB of RAM. Both are very high powered processors that support Samsung’s differentiation of being a lot more customizable than its counterpart. One huge improvement special to Galaxy is its Cat 18 LTE Modem with 6A support that has embedded in the chipset. “The chip will also support the capture of Ultra HD Premium footage at 60fps, and comes with a new Secure Processing Unit (SPU) that claims to offer “vault-like security” (Page, 2017). It is capable of this through its dual rear facing camera that is similar to the Samsung Galaxy Note 8. In conclusion, the battle of these two tech giants is undergoing another year with no clear third option that even touches their market share in the US. This is also reflected in Guam’s market share with the overwhelming percentage of people that were surveyed supporting Apple’s iPhone series. With Samsung becoming a distant second, they’re marketing has focused on them being able to match or mirror their rival’s capabilities with a lower price point (X starting at $999 and the S9 at $725). Even with a lower price point, with the research referenced, the only way that Samsung can capture a significant amount of market share that is being controlled by Apple is by Apple messing up in their marketing efforts that causes a trend shift, or if Samsung can innovate on a feature that is tough to duplicate. All in all, personal preference for smartphone advocacy is overwhelmingly influenced by friends, family, and trends. A combination of factors is needed for the tides to shift in favor of Samsung being the most personally preferred product on the market.