Apple angry at Samsung, BlackBerry

With rivals nipping at its heels, the iPhone maker wants to remind you they are all just wannabes.

The tag line: "There's iPhone. And then there's everything else."

This might be the first time since 2001, when it blew everybody away with the first iPod, that Apple has stooped to defend its position as the best possible thing since sliced bread.

The fact is, two of its rivals -- Samsung ( href="http://investing.money.msn.com/investments/stock-price?symbol=BBRY">BBRY 0.00%) -- are getting a whole lot of attention from the media. Not fawning attention or universal acclaim. Just respectful attention, as worthy alternatives with unique qualities of their own.

It is probably not a coincidence that the new Apple page popped up two days after Samsung unveiled its Galaxy S4.

Not averse to a bit of hyperbole of its own, declares that its Galaxy S4 is nothing less than a "real life companion" that will "make your life richer, simpler, and more fun."

Apparently, Samsung's latest smartphone, which hits the stores next month, really does all kinds of wonderfully wacky things. It's got an "air gesture" feature that lets you click on a Web link just by pointing a finger at it. You can make two video calls at once, and use two apps at the same time. It can tell you what you might want to watch on TV, and control it remotely. It automatically adjusts volume and display to suit your surroundings. It can even monitor your heart rate while you're working out.

Plus, it's got wireless charging.

Don't bother checking out the Galaxy S4 website. You won't be able to escape the marketing push for Samsung's latest device. The South Korean electronics giant spent $401 million on marketing the previous version of the device in 2012, compared to Apple's $333 million budget, according to figures

But as the battle for market share at the top heats up, Apple may be making marketing missteps, too. That at least is the view of Jean-Louis Gassée, a business media executive,

The way for Apple to end all this bad chatter, of course, is to release something new that is absolutely more fabulous than anything else.

No pressure. How's that iWatch project going?

For now, it can only endure the nibbling from rivals, which by no means stops with Samsung. The real guerrilla warfare is being staged from below, by the rivals for third place behind Apple and the Samsung Galaxy, which is the best-selling phone that uses Google's (

In an interview with an Australian business publication that was widely picked up in the U.S., Heins pointed out that the Apple device first came out in 2007. As he knows only too well, Heins said, "the rate of innovation is so high in our business that if you don't innovate at that speed you can be replaced pretty quickly." He cited the new BlackBerry B10's multi-tasking feature as a point of differentiation from the iPhone.

Heins also hinted that he is "pleasantly surprised" by the number of people who are abandoning other phone brands for the new BlackBerry. (We may find out how pleasantly surprised he is on March 28, when his company reports its results.)

At least for now, yet another contender, Nokia ( href="http://www.thinkdigit.com/Mobiles-PDAs/Nokia-Lumia-520-coming-soon-a-sweet_13925.html">an Indian publication called Think Digit. It concludes that the Nokia 520 might be a good choice for a consumer buying a first smartphone, or for someone who's tired of the sluggish response of a budget-priced Android phone.

It's not a ringing endorsement of Nokia. It just clarifies the fact that most of the world has other priorities.