HTC has never been shy about leveling criticism towards Samsung, its primary (and far more successful) rival in the Android smartphone arena. That trend continued today when HTC North America president Mike Woodward sat down with Business Insider. Naturally the newly unveiled Galaxy S4 came up during the discussion, and Woodward didn't hide his company's feelings about the device's extremely iterative design. "We were pleased to see no innovation in the design itself," he said, claiming Samsung's new flagship looks almost identical to its predecessor.

Woodward did acknowledge that the Galaxy S4 contains a slew of new software features, but dismissed those add-ons as more gimmicky than anything consumers will actually latch onto. "I think Samsung is trying to overwhelm us with money and marketing and then pushing multiple features out there," he said. There's certainly some truth to the latter point; Samsung steered more money towards advertising its mobile devices than any other manufacturer last year. It's hard to argue that the investment hasn't paid off, as the company continues to enjoy to a dramatic lead in Android marketshare. In the interview, Woodward admitted HTC is in no place to match Samsung's ad campaign budget right now, but the company hopes to put up a better fight as it sells more of its own flagship HTC One.