Apple might not have the biggest market share in the smartphone world, but the iPhone remains the darling of the industry. It effectively rules the high-end marketplace and the only real competitor that can match it for scale and features is Samsung. With the best will in the world, Samsung’s latest releases have focused on winning the game of “biggest number in the specifications sheet, ” or pushing gimmicky features such as Iris recognition ( that requires a key press to activate a system slower than reading a fingerprint) or the curved edge which looks fabulous but fails to adapt the UI so information in third-party apps can curve away at the screen edge.