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First Samsung came for Apple's interface design, then it came for Apple's philosophy

Galaxy S4, the phone we didn't know we wanted until they showed it to us.

The Galaxy S4. Photograph: Getty Images

Samsung rolled out its all-new GalaxyS4 on Thursday night and its decision to launch its latest smart phone in New York is a clear sign that the South Korean technology giant isn't afraid of the Big Apple. 

The Galaxy S4 comes with enhanced software and hardware features, just ten months after the launch of its highly successful predecessor. According to excited reviews and tweets, the new S4 has miraculous qualities: it responds to body movements, switching songs or pictures at the wave of a hand. And thanks to a special camera, it can also pause a video whenever the user stops looking at the screen. It is slimmer than its predecessor, but has a 5-inch touch screen and a 20 per cent longer-lasting battery.

So, the Galaxy S4 - daughter of the S3 and already-expecting mother of S5, has done what Apple has singularly failed to do since the invention of the iPad - it created something the we never knew we wanted. Or, in Steve Jobs’ words: “People don't know what they want until you show it to them.”

In other words, the S4 is an innovative product, but it’s mainly an excuse to launch a good marketing campaign

After filing a complaint in April 2011, Apple has famously won a lawsuit against Samsung over design user interface and style characteristics patented by Apple for the iPhone and iPad.

However, what Samsung is managing to steal now is the entire philosophy behind Apple’s extraordinary success. And this is not exactly the sort of issue you can appeal against in a tribunal.

Former Apple creative director Ken Segalls, says that, through its advertising, Samsung has succeeded in reinforcing a point (whether it’s true or not): that it has successfully positioned itself as the company delivering innovation, “striking a nerve, and stoking the anti-Apple flames.”

Segalls quotes several figures to back up his opinion. Samsung outspent Apple on marketing last year, and telecoms industry insiders say the S4 launch is setting a new high water mark for smartphone ad spend.  Marketing budgets in some countries will run into tens of millions of dollars, with Samsung’s total spend on the S4 expected to exceed $150m globally. That compares with $108m spent by Apple on marketing the iPhone 5 last year, according to Kantar media monitoring.

Despite the Broadway-style launch, investors gave the launch a chilly welcome, sending Samsung shares down, up to 2 per cent. On the other hand, financial markets follow the same rule: it’s not about what you sell, but what you think you are buying.