Apple's next generation iPhone will today launch into a mobile phone market teaming with copycat versions, some of which are being released on the same day.

Samsung, the Korean electronics giant, today unveiled its Omnia i900 just hours before Steve Jobs, chief executive of Apple, is expected to take to the podium at Apple's Worldwide Developers Conference to introduce the latest iPhone.

With its curved edges, shiny finish and large screen, the Omnia has more than a passing resemblance to the iPhone.

A clutch of other touchscreen handsets have recently hit the market, which competitors hope will close the gap with Apple.

The original iPhone transformed the smartphone market when it was launched at the end of June last year, with Nokia, RIM and Palm cashing in on the boom.

In the last 11 months the smartphone market has become rapidly more competitive.

According to Gartner, more than 32.2 million smartphones were sold globally in the first quarter of the year, a 29.3 percent increase from the first quarter of 2007.

With competition hotting up and disappointing sales, Mr Jobs has been forced to change the group’s strategy for the iPhone, allowing operators to significantly subsidise the handset, and rolling it out across Asia and more of Europe, to help make the device more attractive to the mass market.

Despite the media frenzy surrounding the anticipated iPhone launch today, analysts believe the rest of the handset market is finally catching up and making life harder for Apple.

Touchscreen contenders include the HTC Touch Diamond, LG's Viewty and Samsung's Tocco.

Last month, RIM launched BlackBerry Bold, a slicker, faster and more powerful version of its popular handset, in an apparent attempt to compete with the iPhone, and there are rumours of a touchscreen BlackBerry in the offing.

Nokia has yet to launch a touchscreen handset but has still cornered 45 per cent of the smartphone market, with sales up 25 per cent on last year, according to Gartner, thanks to phones such as the Nokia N95.

Times Recommends

• Toyota recalls 437,000 cars including Lexus
• Myners says bonuses are bleeding pension funds
• Japanese company faked safety reports on seats