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Samsung increases its share of the global smartphone market to 33% for the first quarter of 2013, and Apple's share drops from 23% to 18%, according to Strategy Analytics. Samsung is targeting the low end of the smartphone market. Samsung's manufacturing capabilities give it an advantage in responding to market demand.

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Samsung's plan to open "Experience Shop," in 1400 Best Buy stores, which sent Best Buy's share up 16% in April 2013. Samsung gains much from this plan, as it allows Samsung to have a friendly retail presence in-store that it badly lacked upto now.

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About 29% of businesses support the iPhone, up from none in 2007 and 17% in 2009 according to Forrester Research. Even though 70% still support the Blackberry, the iPhone is getting the support of employees who ask for iPhones, even if that means they pay for all or part of it on their own. AT&T's CEO Randall Stephenson, says about 40% of its iPhones are sold to companies or individuals with corporate discounts.

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Apple is investing $700 million in a new material called sapphire that will replace glass to provide better breakage protection for the iPhone. The first sapphire screens will be coming off a manufacturing plant in Mesa, Arizona, that Apple runs with GT Advanced Technologies. Apple is using sapphire, a harder and more corrosion resistant material that is costly to produce, for the cover on the fingerprint reader and iphone camera lens. About 11% of iPhone owner screens have cracked or broken screens, according to warranty provider SquareTrade. Compared to Gorilla Glass costing $3 per screen, the sapphire screen would cost $16. Apple paid $113 million for a 1.4 million square foot Mesa facility from a solar panel producer and leased it to GT, a manufacturer of furnaces to produce sapphire. Apple is paying GT $578 million to install furnaces at the factory and run the plant.

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Apple faces large hurdles in China with models made locally by Huawei and other Chinese companies that offer similar features at a price about one third less. Chinese buyers are also looking for products that are made locally by Chinese companies. As a result Apple's market share in China has declined from 9% in 2015 to 7% in 2016. The future for Apple does not look bright apart from a core group of Apple fans that look for new product launches every year. Social media comments cited here show the comments about the iPhone 7 that say buyers should not pay $159 for Air Pods, the cordless earbuds. With the economic situation changing buyers are careful to pay so much for the iPhone 7, when it looks so much like the iPhone 6. In India Apple iPhone price are much higher and remain a significant hurdle for price conscious buyers.

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Comment by Samsung executives that show Samsung was late in the game in adopting Android for smartphones. A decision was made to leapfrog ahead of competitors in 2011 by building on Samsung's strengths in executing.

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Blackberry's new smartphones fail to compete with phones from Samsung, Apple and other competitors. Under CEO Chen Blackberry sales decline further with a net loss of $423 million in the fourth quarter of 2013. Revenue decline was 64% to $976 million for the 4th quarter 2013. The cash position declined to $2.7 billion from $3.2 billion the prior quarter. In a remarkable reversal older Blackberry phones outsold new Blackberry 10 smartphones launched in 2013. Older Blackberry 7 models sales were 2.3 million compared to 1.1 million for the newer Blackberry 10 models, a situation unheard of in the smartphone industry.

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Apple's deal with IBM in 2014 to jointly develop apps and mobile services for business customers.

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The pressures on Apple to reduce prices and margins in 2016 with the slowdown in sales. Apple also has to deal with the impact of a stronger dollar with a large part of sales coming from overseas.