
To many, that won't matter, as Samsung's built a fan-base that only Apple can rival, and a number will be picking up the new Galaxy without a second thought over whether it competes adequately with its rivals.
Price-wise, if you're shocked by the cost of the Samsung Galaxy S5 then you've not really been paying attention to the previous flagship models. It's actually a little cheaper than previous years in some territories, coming in at around £550-£600 SIM free in the UK, $650+ in the US and AU$900.
As you can imagine contract offers are flying all over the place at the moment, but the Galaxy S5 is being offered for a near identical price to the HTC One M8 and the iPhone 5S give or take a few dollarpounds.
The messaging around the launch of the Galaxy S5 was that Samsung had listened to the consumers and dialled down the gimmicks, focusing instead on what makes a phone special to the consumer.
It promised a 'fashionable' and 'glam' design, a camera that works in the way you'd want it to and strength through being water resistant.
So let's look at one of the key questions that Samsung needed to answer with the Galaxy S5: is it good enough in market that's becoming saturated with decent high-end handsets?

Is this phone good enough to keep Samsung fighting with Apple at the top of the sales charts? Yes, but that's mostly through the impressive marketing machine that rolls out in every territory. Samsung needs this to be the last phone that rolls with such design language - the Galaxy S6 needs to be the dawn of a new age for the South Korean company, something to give consumers real lust for the way it looks.
Critically, it feels like there's very little to shout about with the Galaxy S5 – but perhaps that's no bad thing for a brand that was accused of bringing pointless innovation with last year's model.
Design
I've always played it safe when talking about the design of a Samsung phone. The Galaxy S2, the brand's first big hitter, was made mostly of plastic and still was one of our very few five star phones, after all.That said, year after year, Samsung has failed to bring out something that wows where the rest of the competition has seen this as a key battleground.
HTC is the frontrunner here with the metal unibody design of the One M8, and Apple has maintained its position at the sharp end of design ever since the launch of the iPhone 4.
All of this makes me curious: why is Samsung refusing to give the consumers what they want… namely, a metal chassis?
However, none of these arguments really holds water, given Apple does the same with a metallic phone, balanced handsets are better than lighter ones and Sony's Xperia Z range has combined metal and water without a problem.
However, it doesn't look like a cutting edge smartphone. It seems more akin to the product of a Galaxy Note 3 and the S4, with the metal-effect band around the outside subconsciously making me search for an S Pen.
The rear of the phone isn't something that wows either. While I think the comparisons to a sticking plaster are a little cruel, it does share a more 'medical' feel, especially in the white colour.

Those that have previously been fans of the Samsung Galaxy range before will find a lot to like here though. The home button – which now houses the fingerprint scanner, remember – is solid and easy to press, and the power key remains on the right-hand side of the phone, raised slightly and very easy to hit.
One of the key changes to the Galaxy S5 is the fact that it's now water-resistant, with IP67 rating meaning you can dunk it water for a short while, although going swimming with it isn't advised.
It's also dust resistant too, which makes the uncovered headphone port all the more impressive as it makes the S5 much easier to use without having to pull open a flap to listen to some tunes.
The groove to get your nail in to open it is quite small, and might be the only thing that irks those looking to get their hands on the best Galaxy phone and don't care much about it being waterproof.
The capacitive buttons still flank the home key as before, but are slightly different now. Gone is the menu key, replaced by the multi-tasking button that seems to be Google's new favourite in Android 4.4.
It's not a bad system though, and the presence of a physical home button, while less necessary than before, still provides welcome tactility.
The other big design win Samsung still maintains with the Galaxy S5 is a removable battery. This is mostly for peace of mind nowadays, given that the battery life is so good on the S5, but if you're worried about failure then this is a good option.
It also means the ugly FCC regulation stamp can be hidden from view, and you won't need a SIM tool to get your card out – plus it's easier to pop in a microSD card too.
A warning message does come up on the screen to remind you of this, but it can take a couple of passes to make sure it's completely fixed on.
If you look under the battery cover, you'll see that the battery is protected by a tight ring of rubber - if you've just dunked it in water, it's a little disconcerting to see how much fluid is in the phone already... but this seems to be fine.
I did worryingly notice some grit got into the home key, but after an hour or two it seemed to dislodge itself, although it doesn't make me think this phone is really that dustproof.
It doesn't command a premium feel in the hand like so many other high-end phones on the market, and while some will point to how strong and high-quality the polycarbonate used is, it still pales in comparison to the competition.
Yes, it's lighter and probably more hard-wearing (you're much less likely to need a case with the Galaxy S5, for instance) but this is the biggest pain point for Samsung and it's one that it needs to improve with the Galaxy S6.
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