The two companies are expected to report record earnings for the first three months of the year, largely on the strength of smartphone sales. They together ship nearly half of all smartphones, pushing aside weakened competitors such as Nokia Corp.HTC Corp.  and Research In Motion Ltd.

Apple, the world's most valuable company, sells just one phone, the iPhone. The Cupertino, Calif., company emphasizes design and profitability over sales. It also invests heavily in its consumer brand and its tightly controlled retail stores, and it benefits from a strong ecosystem of software and apps.

Meanwhile, Samsung, the world's largest tech company by revenue last year, goes for scale. The South Korean company is a fast-follower that places its bets broadly, creating multiple versions of myriad products such as its Galaxy smartphones to suit partners' needs. It maximizes profits by controlling its own manufacturing.

Their divergent paths are proof that vastly different models can prevail. Apple and Samsung are each close to commanding 25% of the global market share of smartphone unit shipments, according to research firm IDC, which estimates the smartphone market will reach $219 billion in sales in 2012.

The two companies were the only major smartphone makers to gain share in the fourth quarter. Apple's market share reached 23.5%, up from 16% at the end of 2010. Samsung held 22.8% of the market in the same quarter, up from 9.4%.

From these data we know both companies have good market performance, however personal speaking the creative is the key to lead them success. HTC, Nokia and Moto really need do something.

via WSJ