the competition is coming out with new products and Apple will too, just
Won't announce it till a few days before they are ready to go into stampede mode!
Secondly apple total sales are due to the fact so many versions of their product out there!
If sales are up you want to keep customers coming! Those who chose another phone over the s3 might be tempted by the capability of the s4
Also keep in mind Samsung is in Asia and full scale s4 phones with all the whistles and bells wont be availabe till later on in the year!
This is simply an announcement that shows a ready product is nearing its initial launch date!
The S3 launched early last year but some people only recently picked up their phone and only recently did carriers approve the last upgrade!
As for me im perfectly happy with my 8gb N7 so i may not be the norm consumer they are targeting!