The modern day battle between Apple and Samsung seems to be raging on as their users and fans have heated debates on which devices are better. While the tech world has seen Samsung deal with a devastating blow with its exploding Galaxy Note 7 and Apple launched the iPhone 7 and iPhone 7 Plus, it appears that the tables are not necessarily turned as many would expect.

Sources say that while many believed that Apple would easily dominate the holiday season sales figures, such is not exactly the case. Stephen Baker, an analyst for The Wall Street Journal, says that Apple's lack of an outstanding product this year would mean that worried Note 7 owners will not be going for an iPhone, but for another high-end Samsung device. Through this purchasing behaviour, Samsung was not only able to fend off its users from getting Apple devices, but from other Android competition, as well.

Mac Rumors reports that Apple had decided not to release the first weekend sales numbers for the iPhone 7 back in September. The company believed that these figures were no longer indicative of anything because of demand trumping supply. As for Samsung, they officially ceased production of the Galaxy Note 7 worldwide early in October, but statistics say that none of those frustrated Note 7 owners would be shifting to Apple soon.

It is said that even though the Galaxy Note 7 could explode at any given time, safety concerns were not enough to convince potential owners to switch ecosystems. While Apple has the stronger and more stable ecosystem with its hardware, app and content stores, they just were not able to offer anything convincing enough to lure away Samsung users.

As noted in a previous report by this publication, Yahoo-owned Flurry Analytics took a closer look at new phone and tablet activations that took place between December 19 and 25. Both Samsung and Apple dominated the markets however; Apple saw a minimal fall while Samsung had a slight increase in figures. These changes have surprised many different analysts considering the turmoil caused by the explosion reports from the Galaxy Note 7 and what could be considered an anticipated launch of the iPhone 7 and iPhone 7 Plus.