Morgan Stanley's latest survey of smartphone buying intention shows that Apple is attracting even more attention from consumers this year for the iPhone 6s while Samsung remains flat, retaining their current base of customers but not much more. Consumers just aren't impressed with Samsung's latest round of updated smartphones.

The new research by Morgan Stanley Research shows that there's been a 7% leap with consumers wanting to by a new iPhone this year whereas there's been little to no change in consumer sentiment for Samsung's latest round of smartphones.

In fact, if you look closely at the stats, all of the other brands have lost ground this year. Apple's iPhone is the only smartphone in the industry that is exciting more potential consumer purchases.

When looking at the stats it brings to mind one of Bloomberg's latest reports that we covered just last week. Their byline read: It’s Apple’s World, So Why Do Other Smartphone Makers Even Bother? Hmm, that's a good question.

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