There is no doubt that Apple is currently selling millions of iPhones all over the world and at the same time making decent profit margins on each phone sold. It is an incredible feat.

The new iPhone(s) due to be announced and released in September have the potential to sell like crazy again, especially if the rumoured improvements are true. For example, iPhones have had a 8mp rear camera for years. Rumours are this will be increased for the better to 12mp. Force Touch – this also might arrive on the next iPhone, along with all the minor bumps in processor and other components.

Normally, smartphone manufacturers wait until IFA to announce their products, but this year we have seen many companies make product announcements already, and some to announce earlier than usual to try and combat the iPhone threat eg Motorola, Samsung, Sony, Honor and more.

How can an android phone manufacturer compete at the luxury end when you can buy for £120 an Elephone P8000. This has a 1080p 5.5 inch screen, Octa Core Processor, Fingerprint sensor, unibody metal design, 3gb ram, 16gb storage, micro sd card to 128gb, less than 9mm thin, 13mp Samsung rear camera and so on. There are plenty of other examples too. Ok, its not a QHD screen with 32gb storage, but the entry level specs will still do a decent job. With the iPhone there is only one or two new iPhones a year. So if you want an iPhone, you have to buy an iPhone. Market cornered!

I do worry how Samsung will fare with the new Note 5. It is all internal memory, no replaceable batteries or micro SD card slot. This will go against the grain of what its customers want but it will be copying the iPhone 6 Plus design of fixed storage and non removable batteries.

The only hope is there is some new feature(s) on the next wave of android phones that truly are the next big thing!