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The Apple Inc. (NASDAQ:AAPL)’s iPhone has captured a large chunk of the digital market and promises even more trend breaking features in their coming flagship. Rumors have it that the iPhone 7, to be released in fall of 2016 will be waterproof, with a 3GB memory upgrade.

Apple’s iPhone already has 101 million users in the US today, as reported by researchers from Consumer Intelligence Research Partners (CIRP). Of the 101 million users, 58 million are owners of either an iPhone 6 or an iPhone 6 Plus.

“The analysis shows the continued strength of the iPhone 6 and 6 Plus, now one-year-old,” Mike Levin, CIRP’s Co-founder said. Their research looked into “iPhone buyers, their new model selections, their prior phones, and overlaying Apple iPhone sales data adjusted to the U.S. market.”

Apple Inc. (NASDAQ:AAPL), however, seems to have plans to take more aggressive steps in the market. Despite the already overwhelming number of iPhone users and increase in sales, the rate of growth at this time of the year is lower than last year’s third-quarter growth, the report indicates. Apparently, Apple is still struggling at luring loyal Android users. There are rumors that the iPhone will be coming up with better innovations to make headway against its rivals.

“The next iPhone (currently dubbed “iPhone 7”) will be introduced in the second half of next year. The major selling points of the next iPhone will be the 3GB memory upgrade for the 5.5-inch model and waterproof feature,” Apple has announced.

Apple Inc. (NASDAQ:AAPL) will not stop with its rally in the US market, it will be playing a more assertive role in the world market.

According to reports, Korean tech giant Samsung’s flagships for 2016 will not have any spectacular features. Amy Wu, analyst from Trendforce, observes that, although Samsung remains the market leader in smartphones, it seems to have run out of fresh features for next year’s flagship devices.

The Korean company also faces growing rivalry with Chinese makers such as Huawei, Xiaomi and Lenovo. The Chinese phones have the advantage of affordability, attracting the middle- and low-range portions of portions of the market. Apple, meanwhile, holds the high-end market.

For next year, we can expect mid-range devices with the 28nm processor, full HD screen, and 3GB RAM. High-end smartphone will have 14/16nm chips, 4GB/6GB of RAM and Full HD to QHD displays. We will also be seeing narrow bezel and curved screen.