Harry Wang, analyst at Parks Associates, said: "Samsung is trying to do one thing: knock Apple's status in the US. They want to show that they can excite the high-end smartphone adopters just as well as Apple."

Wang said Samsung already had an advantage in the Far East where its brand is better known than Apple but it is now clearly after US consumers. "They are catching up. Samsung is now a formidable brand."

He said the company had done a good job of distancing itself both from Apple and its Android competitors. Samsung spent $410m promoting Galaxy in the US last year, according to a report from Kantar Media, more than Apple, which spent $333m on iPhone ads in 2012.

From the article, "Galaxy S4 launch: Samsung pins hopes on eye-tracking in battle with Apple" by Dominic Rushe.

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