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A sales assistant holding Samsung Electronics’ Galaxy 5 smartphone (L) and Apple Inc’s iPhone 5 smartphone (R) poses for photographs at a store in Seoul July 16, 2014. (CREDIT: REUTERS/KIM HONG-JI)

Samsung Electronics Co Ltd (005930.KS) is losing smartphone ground not only to cheaper Chinese rivals but also at the high end to Apple Inc (AAPL.O), a survey showed, in an ominous sign for the South Korean giant as Apple readies to launch its next-generation iPhone 6.

Samsung last week gave second

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