Samsung has shown its hand. In its epic battle with Apple for smartphone (and legal) supremacy, the South Korean giant unveiled the Galaxy S3, as widely expected, at an event in London last week, attended by V3.
The hype before, during and after the event underlines Samsung's position as the only firm that can compete with the almighty Apple. And while some will never see Android as a challenger to iOS, others believe Android is a far superior operating system, leading to a clear showdown between the two.
If you're torn between devices, unsure which £500+ piece of telephone equipment you should buy, then we've put together a list of 10 of the most interesting, exciting and innovative features on the S3, to help make that decision a little easier. Let battle commence.
10. Wireless charging to remove reliance on wires
One of the worst things about the proliferation of devices like smartphones, tablets, e-book readers and the rest is how many wires and cables end up strewn around your room, like an electronic bowl of spaghetti.
Samsung could be set to solve this problem, though, offering a docking unit that allows the Galaxy S3 to be charged wirelessly - in fact it can charge two of the devices at once - and is hopefully the first stage of a process that could see wires forever banished from our lives.
We're probably a long-way from that vision at the moment, but there's no doubt the ability for the device to charge in this way is a great selling point for Samsung and should inspire other firms to aim for this goal too.
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