Apple has lost the battle against Samsung.

For the first time in four years, Apple is no longer the most profitable handste maker in the world, Research Firm Analytics proclaimed. The honour of making most profitable handset now belongs to Samsung. It is possible only because of the tight-cost controls, affordable prize of handset, high-handset-volumes and big sreen size.

During the second quarter, Samsung's all over globe profit reaches $5.2 billion, while profit made by Apple is $4.6 billion.

Currently "Apple is under high pressure by this mighty fall. Company need to change it's strategy." Strategic Analytics executive director Niel Mawston believes it.

Further he said:
"Apple is now under intense pressure to launch more iPhone models at cheaper price-points or with larger screens to fend off the surging competition and recapture lost profits in the second half of 2013."