With the spotlight in recent days fixed firmly on Samsung and its all-singing, all-dancing Galaxy S4 smartphone, the Apple marketing machine has decided its response should be to remind consumers of why the iPhone should still be worthy of their consideration, even if it doesn’t have Air Gesture capability, Smart Scroll eye-tracking technology, dual-shot functionality, NFC technology and [add Samsung Galaxy S4 feature of your choice here].

Over the weekend the iPhone maker took it upon itself to post a new page on its website extolling the virtues of its iPhone 5 device, a webpage that seemed desperate to be heard above the lively hubbub accompanying the launch of Samsung’s new high-end Android device.

The lengthy Why iPhone webpage (come to think of it, it’d be perfect for trying out the S4’s Smart Scroll eye-tracking feature) covers everything from the iPhone 5’s “great” battery life to its “popular” camera.

Titled There’s iPhone. And then there’s everything else, it helpfully informs the reader of a number of the handset’s features, and why the Cupertino company thinks its device is so darn special. It mentions “eight straight customer satisfaction awards” from JD Power and Associates, it informs us that “every detail has been considered”, and it reminds us that “only the iPhone has the Retina display” – even though its ppi comes in at 326 compared to the S4’s 441.

In all, Apple lists 12 points about what it feels makes the iPhone special. The timing of the release of the new webpage has left some Apple watchers questioning the wisdom of such a move. Of course, the Cupertino tech giant has been feeling the heat from rivals like Samsung for some time now, but now it appears to be showing that it’s feeling the heat.

The webpage came just a few days after Apple marketing chief Phil Schiller attempted to belittle Android handsets, saying they were “often given as a free replacement for a feature phone and the experience isn’t as good as an iPhone.”

He added, “When you take an Android device out of the box, you have to sign up to nine accounts with different vendors to get the experience iOS comes with. They don’t work seamlessly together.”

Now all eyes are on Apple to see what it brings to the table with the next iteration of the iPhone….