As iPhone users hold back from upgrading in anticipation of the iPhone 6's arrival, Samsung’s flagship phone, the Galaxy S5, has crept ahead of Apple’s in the popularity stakes.
The Samsung Galaxy S5, released in April, has finally managed to topple Apple's iPhone to become the UK's top-selling smartphone.
In July, Samsung's flagship phone sold more units than Apple's iPhone 5s and cheaper iPhone 5c, according to the latest findings from telecommunications market researchers Kantar Worldpanel ComTech.
The Galaxy S5's success has helped South Korean mobile manufacturer Samsung, which is due to release its first metal-bodied smartphone the Galaxy Alpha next month, increase its market share in the UK to 36%, compared to just 32% this time last year.
And the Samsung Galaxy S5 now accounts for 11.5% of all smartphones sold in the UK.
Dominic Sunnebo, an expert from Kantar Worldpanel ComTech, said: "It's becoming increasingly clear just how important Samsung's existing customers are to driving new sales.
"Some 52% of customers who bought a Samsung Galaxy S5 in Great Britain had previously owned a Samsung model, while 20% were previous Apple owners and 18% moved from HTC.
"Apple's very good at giving customers reason to remain loyal to the brand and upgrade to new models when released. Samsung's becoming increasingly adept at employing the same tactic."
The reason why Apple's sales might've slowed is because it's strongly rumoured that the iPhone 6 will be unveiled within the next couple of weeks, and iPhone owners who are ready to upgrade are most likely going to wait until the new one's arrived.