Apple under pressure to dazzle as market for smartphones slows

San Francisco

AS Apple and Samsung gear up to launch new flagship smartphones, the market leaders are seeking a wow factor that can help them fend off challenges from rising Chinese-based manufacturers.

Apple is under particular pressure to dazzle as the culture-changing California iPhone maker looks for a way to maintain its image as an innovation leader in a global market showing signs of slowing.

"Clearly, Apple wants to do something different for the 10th anniversary" of the iPhone, NPD Group analyst Stephen Baker told AFP. He said this is a challenge for Apple because "it is still going to be a flat piece of glass and the other things we talk about around a phone".

Apple is widely expected to unveil the latest iteration of the iPhone in September, while smartphone market leader Samsung is holding an Aug 23 unveiling likely to launch i…