With nearly zero competition in smartphone market, Samsung is expecting Galaxy S3 to hit 10 million sales during July. The South Korean electronics giant could have raised its sales figure had it not been hit by the supply shortage issues. The delay in shipments appear to have cost Samsung at least 2 million Galaxy S3’s in sales.

Samsung Galaxy S3 is still awaiting a full launch party in U.S. Citing overwhelming demand and short supply, the U.S. network carriers delayed the scheduled released date. Meanwhile, customers seem to be moving away to other smartphones, due to unavailability of Galaxy S3 in market.

After supply shortage from Samsung, it looks like that the Korean tech giant failed to estimate the market of its products or over-estimated the competition.

"Samsung might have been caught off guard by the demand, not because they did not believe in their own products, but because they might have over-estimated the competition. In other words, aside from the iPhone and HTC's One X there's not much out there at the moment, which would have certainly helped Samsung," said Gartner analyst Carolina Milanesi.

In an interview with Reuters, Samsung boss J.K. Shin said that he expects its latest flagship smartphone to reach 10 million (in sales) by the end of July. Earlier this month, Samsung admitted that pre-orders for Galaxy S3 have reached 9 million. Now the Korean tech giant its speculation to break 10 million sales mark for next month, which seems like another under-estimation of its product, or it means that some customers may have cancelled their preorders and moved away to competitive smartphone that are available in the market.

Analysts believed that the temporary shortage of Galaxy S3 has affected at least 2 million shipments of the smartphone.

Meanwhile, Barclays has lowered its Q2 forecast for Samsung Galaxy S3 shipments to 6.5 million from 8 million. However, the same firm predicts 15 million shipments of Galaxy S3 for third quarter.