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Sony unveiled a new waterproof phone that can take ultra-high-definition video.Apple is the only company that might be able to overshadow Samsung, but it isn't attending or announcing anything at the show.Entner said the S4 and its predecessor, the Galaxy S III, were both blockbuster phones and have helped Samsung surpass iPhone maker Apple Inc. as the world's largest smartphone maker. According to Gartner, Samsung had a 31 percent market share last year, compared with 16 percent for Apple. Samsung spent nearly 4.6 trillion won ($4.3 billion) in advertising in the 12 months through September, about four times the $1.1 billion Apple spent in the same period, the latest for which figures were available.The only other company that comes close to matching Samsung's muscle is Apple.Despite all the marketing power, Samsung will have to give people a reason to upgrade.Samsung also has been updating phones by making their screens larger. The S4's display measures 5 inches diagonally, compared with 4.8 inches on the S III and 4 inches on the original S from 2010 .
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