Mobile World Congress 2014

Samsung's New Phone Will Debut on Apple's Turf

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An Apple iPad 2 and iPhone 4S smartphone, left, and a Samsung Electronics Galaxy Tab 10.1 tablet computer and Galaxy S III smartphone.
SeongJoon Cho | Bloomberg | Getty Images

Samsung said it will launch its new Galaxy S smartphone onMarch 14 in New York, taking its fight for market supremacy toApple doorstep after reportedly being inundatedwith requests from U.S. mobile carriers.

The Galaxy S IV model will heat up competition in thecrucial U.S. mobile phone market, where Apple surpassed SamsungElectronics as the top mobile phone seller for the first time inthe fourth quarter of 2012.

(Read More: Apple and Samsung, Frenemies for Life)

It will be the first U.S. launch of Samsung's flagshipGalaxy smartphone in three years, company spokeswoman Chenny Kimsaid, and comes amid a Samsung advertising blitz in the UnitedStates that has including light-hearted jabs at Apple's fans.

"We introduced the Galaxy S III in London last year, andthis time we changed the venue (to New York)... as we werebombarded with requests from U.S. mobile carriers to unveil theGalaxy S IV in the country," Samsung Electronics' mobiledivision chief JK Shin was quoted as saying on the Edaily newswebsite.

The new Galaxy S model is expected to feature ahigher-resolution display and camera than its predecessor, aswell as a faster quad-core processor, media reports said.

Samsung Electronics unveiled its first Galaxy S during theCTIA mobile trade show in the United States in 2010, followed bythe Galaxy S II at the MWC fair in Spain in 2011 and the GalaxyS III in London last year.

(Read More: Is Samsung Closing the Image Gap with Apple?)

Samsung Electronics may have lost its lead in the U.S.handset market but globally the $210 billion South Korean giantis expected to widen its smartphone advantage over itsCupertino, California-based rival this year, helped by a broadproduct line-up.

Apple investors have grown anxious about the company'sprospects amid intense competition from Samsung's cheaper,Android-powered phones, and signs the premium smartphone marketmay be close to saturation in developed markets.

(Read More: Apple Signals Emerging-Market Rethink With India Push)

Apple shares have slumped 15 percent this year and thecompany is reportedly slashing orders for screens and othercomponents from its Asian supplier as intensifying competitionerodes demand for its latest iPhone.

Samsung Electronics stock price has inched up 1.5 percent sofar this year.