Although the release of the iPhone 4S rather than the highly-anticipated iPhone 5 gives Apple's competitors a reason to rejoice, the market is not likely to shift dramtically in their favour any time soon.
The iPhone 4S has a number of significant upgrades such as its dual-core A5 processor, improved camera, dual network support, iOS 5, iCloud and the much-vaunted Siri voice recognition technology.
Alex Gauna, an analyst for JMP Securities, sees iOS 5 and the iCloud as the main unique selling-points rather than the hardware upgrades which have nothing over competing Android phones.
He believes that the 43% smartphone market share that Apple currently holds in the US could be gradually eroded away by Android, with the faster adoption of Android devices; this trend is down to 'the greater range of price points and form factors', which is something the analyst sees continuing.
One impressive move by Apple that Gauna highlights is the quick global availability of the iPhone 4S. Next week customers from the US, Australia, Canada, France, Germany, Japan and the UK will be able to get their hands on the new iPhone.
By the end of the month the iPhone 4S will hit 22 more national markets and before the end of the year Apple's new superphone will be available in almost 100 countries. The analyst estimates that 21 million iPhone 4S handsets will be sold in the first quarter of fiscal 2012.
You can win an iPhone 4S by entering our competition - which ends on the 21st of October - here