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Apple is expected to launch a new iPhone that is likely to be larger than the current iPhone 5S, with a 4.7in screen compared to just 4in, but will still be built using premium metal materials.
Following up on the redesign of its primarily plastic smartphones into popular premium metal and glass slabs, Samsung's back with the even more curvy 5.1in Galaxy S7 and bigger 5.5in Galaxy S7 Edge.
The move comes after Samsung steadfastly stuck to plastic materials for its smartphones and tablets for years - even as the competition from Apple and HTC moved to premium metal materials - saying that its plastic construction was more durable and flexible to consumer needs.
Because, according to this unfortunate Case-Mate employee, the company's new Premium Metal case has that "lay-on-the-table design that everyone's looking for". So you'd have that going for you.
Refocusing on the top end and premium metal finishes is one way to address the iPhone 5c, but it's unclear what effect that might have on growth plans.
Now, a patented process that fuses premium metals with "proprietary polymers and ceramics" will deliver copper, bronze, brass, gunmetal and nickel silver in useful shapes and sizes.
Samsung's durable but cheap-feeling design and materials – mainly chromed and texturised plastics – had lost favour with consumers and critics alike compared to the premium metals and glass being used by Apple, HTC and others.
They still feel relatively bulky compared to the company's more premium metal-cased offerings, but they're a lot easier on the ears than their predecessor, in part, due to a change in architecture that moves charging to the control panel via a small four-pin dock, a la the Freedom.
