Samsung lost its top spot in the Chinese market to Xiaomi during Q2 and has also been steadily been ceding share to local rivals in India. The company also faces a renewed threat in the lucrative high end of the market, with the introduction of Apple's big screen iPhones. The launch deprives Samsung of one of its key distinguishing characteristics since large displays were something of a unique selling point for Samsung. Now, customers in the market for a premium smartphone may veer towards the software differentiation, ecosystem and user experience of Apple's new devices. While Samsung's latest premium phablet, the Galaxy Note 4, has received largely positive reviews, it seems unlikely to bring in big volumes. Although global handset market share data is not available yet for Q4, early reports indicate that Apple has gained significant traction in the high-end space.