"There is a narrative in the media that Samsung has taken Apple's crown," Avi Greengart, research director of Consumer Devices at Current Analysis, told ABC News. "And Apple wants to provide a counter narrative to that and remind people that the iPhone has many impressive merits of its own."
Samsung's Galaxy S4 has a 5-inch, 1080p display, a 13-megapixel camera, and a quad-core processor. It also has a number of new software features, including the ability to tilt the phone to scroll and wave your hand over it to swipe through photos or webpages. There's also its S Health app, which monitors fitness activity. The phone will be released in April, the company announced last week.
Apple is not expected to refresh its iPhone until this summer or early fall. The company is also rumored to be working on a watch that would work with the phone.
"Typically Apple has been able to offset the enthusiasm around competitors with its own products," Greengart said. "Right now there is a lull in Apple's introduction rate, so it is focusing on showing that its current product is superior."