Apple Inc already had the iPhone 6S on their website and it looks marvelous. Their campaign? "The only thing that's changed is everything."

They also showcased the specs and features, which included the next generation of Multi-touch, which can help users do thins that weren't possible before, like sensing how deeply you press the display.

There's the camera, which boasts of 12MP sensors for the main snapper and taking brilliant 4K videos. Even their selfie cams were taken to the next level, with a new 5MP FaceTime HD Camera.

Then there's the most advanced chip ever to be installed in smartphones -- the 64-bit A9 chip that used to be found only in desktop computers, now on the iPhone 6S for faster GPU performance.

Aesthetically speaking, the iPhone 6S boasts breakthrough design with a new 7000 series aluminum alloy enclosure, which is the same grade used in aerospace industry, with the strongest, most durable glass used in any smartphone. If you're tired of the space gray, silver and gold colors usually seen on the iPhone, welcome the rose gold finish.

With all that (plus improved security, faster Wi-fi, and an iOS update), how can other companies compete?

The specs haven't been confirmed yet, but it looks like the Microsoft Lumia 950 can give Apple a run for its money.

According to Neuro Gadget, the Lumia smartphone will have 5.2-inch display with 1440 x 2560 p resolution, powered by a Qualcomm MSM8992 Snapdragon 808 hexa core processor, backed by 3GB of RAM and said tol have a battery with a capacity of 3000mAh. It also boasts of a 32GB expandable storage, with 20MP PureView rear camera and a 5MP front cam, as reported by GSM Arena.

The larger version has the same essentials, but with a 5.7-inch display and a Snapdragon 810 hecta core.

With the rumored specifications, it is expected that the the Lumia 950 smartphone will perform quite well, although it does have another edge to other phones: The Microsoft Lumia 950 is going to be the first to be released with Windows 10. According to Forbes, the beta releases of the OS for phones have been performing well on older devices as well, which means that older models like the Lumia 1520 can be upgraded.

However, until the Microsoft event set for October 6, all we have on the Lumia gadgets are rumors and it is best to wait until specs have been confirmed.

Do you think Microsoft can outdo Apple in this round?