In March 2016, Samsung launched the duo Galaxy S7 and S7 Edge equipped with outstanding features, including higher battery capacity, Super AMOLED screen with Quad HD resolution (2K), expanded storage capacity and waterproof support.

Also in March, Apple launched iPhone SE-1 which was an iPhone 5S version with iPhone 6S configuration. The model was not positioned as a high-end product, but it was an important playing card.

The battle between Samsung and Apple became scorching hot in September and October when both marketed their key products.

Samsung said that Galaxy Note 7 had significant improvements compared with the previous generation Note 5. 

Galaxy Note 7 had water resistance capability in accordance with IP68 standards, while the battery capacity was 3,500 mAh instead of 3,000. Galaxy Note 7 was special also because of the iris sensor.

Analyst said that Samsung tried to create a perfect Galaxy Note 7 in preparation to compete with Apple’s iPhone 7, one of the most expected models of the year.

However, Galaxy Note 7 had problems due to the battery, which forced the manufacturer to carry out the biggest-ever recall campaign. 

In early October, when Apple began selling iPhone 7, Samsung began its campaign of recalling Galaxy Note 7 all over the world.

Apple’s iPhone 7 with improved waterproof capability, dual cameras and improved chip capability has been dominating the high-end market.

In the mid-end market, the competition proved to be fiercer because of the presence of many more manufacturers, including Huawei, Oppo, LG, Samsung, Xiaomi and Sony. However, the major rivals were Samsung and Oppo. Samsung’s J7 Prime competed with Oppo F1S, and Samsung’s J5 with Oppo F1.

Samsung’s J7 Prime and Oppo F1S were launched with aggressive ad campaigns. In August 2016, Oppo marketed F1S with special features to serve selfies. In September 2016, Samsung marketed J7 Prime also with features for selfies. 

Both the manufacturers targeted young people when launching models and choose young stars as the representatives.


GfK estimates that mid-end smartphones in 2016 saw a high growth rate of 33 percent compared to 2015. Samsung and Oppo now hold the largest market share in the segment. While Samsung has many models, Oppo focuses on key products.

Analysts believe the mid-end market segment is expected to become the major battlefield for smartphone manufacturers in 2017.

Lich Nam