Samsung Galaxy S9 takes on features of the Apple iPhone X but is almost $400 cheaper

SAMSUNG has launched a face-scanning, animated emoji, dual camera smartphone that outperforms and undercuts its rival, the Apple iPhone X.

SAMSUNG launched a direct attack on rival Apple early this morning, with a flagship smartphone designed to match or exceed the features of the iPhone X in every way but price.

The South Korean technology giant unveiled its Galaxy S9 and S9+ handsets the day before Mobile World Congress in Barcelona in an event clearly designed to rattle its rival and retake the title of the world’s biggest smartphone maker that it lost at the end of last year.

However, smartphone analysts warned the new phones will need to excite consumers, many of whom hit “the pause button” on upgrading their devices due to rising prices.

Like the Apple iPhone X, Samsung’s top-of-the-line smartphone will feature an improved facial scanner, vertical dual lens camera, and animated emoji users can send to friends.

However, the Samsung Galaxy S9+ face scanner promises to be more secure, the cameras promise better lowlight performance, and its animated emojis will look just like the phone’s owners.

The new smartphone will also undercut its Apple rival by almost $400 when it launches in Australia in the coming months.

MORE: Samsung Galaxy S9 review, and its downfalls

Gizmodo Australia editor Rae Johnston tries the Samsung Galaxy S9 AR Emoji feature in Barcelona. Picture: Jennifer Dudley-Nicholson

Samsung Australia mobile director Garry McGregor said the company had employed “a deliberate pricing strategy” designed to appeal to “as many Australians as possible,” including departing Apple iPhone users.

At $1499, however, Samsung’s new flagship phone will match the Note 8 as its most expensive smartphone to date.

“Australia is a premium smartphone market,” Mr McGregor said.

“Over 80 per cent of smartphones purchased in Australia are in that premium range, which we term as being $US600 and above.”

Mr McGregor said the new phones would feature a combined iris and face scanner for more secure and convenient security, customised emoji based on 3D face scans, Dolby-powered stereo speakers, up to 256GB memory, and “Lilac Purple” model, but the biggest changes had been made to the phones’ cameras as many users had become disappointed with their performance in challenging settings.

The Samsung Galaxy S9+ features two cameras on its rear panel, now in a vertical layout, like Apple’s iPhone X. Picture: Jennifer Dudley-Nicholson

“It is a pain point,” he said. “People have been accepting of ‘I’ve a good smartphone and I have a decent camera’ but now it’s, ‘I think my smartphone is meeting my needs but the camera is not meeting my needs’.”

Both Samsung Galaxy S9 smartphones will feature a wide-angle camera with two apertures for the first time, including one designed to capture photographs in extremely lowlight environments. Both can capture super slow-motion video.

A lot is riding on Samsung’s new flagship handsets, however, the company is counting on new sales to win it back number one position in worldwide smartphone sales.

Apple outsold Samsung by more than 3 million smartphones in the final three months of last year, according to research firm IDC, thanks to the release of the iPhone 8, 8 Plus, and X.

Samsung’s new Galaxy S9 in a variaty of colours. Picture: Jennifer Dudley-Nicholson

But IDC mobile phones research manager Anthony Scarsella said the iPhone X did not sell as well as expected, and both Apple and Samsung needed to be careful to price their latest phones modestly.

“The latest flock of posh flagships may have had consumers hitting the pause button,” he said.

“Even though we have seen new full-screen displays, advanced biometrics, and improved artificial intelligence, the new and higher price points could be outweighing the benefits of having the latest and greatest device in hand.”

Kantar Worldpanel ComTech also found the cheaper new iPhone models had become the top selling smartphones at the end of last year in Australia, with the iPhone 8 in stop spot, and Samsung's Galaxy S8 coming third.

Global director Dominic Sunnebo said “affordability (had) come into play,” to stop higher priced devices, like the $1829 Apple iPhone X or $1499 Samsung Galaxy Note 8, from winning the contest.

The Samsung Galaxy S9 is available for pre-sale on February 26 and out on March 16.

Jennifer Dudley-Nicholson travelled to Barcelona as a guest of Samsung.