Samsung executives spread out from Berlin to New York with one message: they are not laying down and letting Apple roll over them.

The company behind the first phablet: one part big-screen phone, one part small tablet is hoping to regain its lead in that category with the Galaxy Note 4.

The company's global marketing executive DJ Lee took the stage in Berlin.

SOUNDBITE: PRESIDENT AND HEAD OF GLOBAL SALES AND MARKETING OFFICE, MOBILE COMMUNICATIONS BUSINESS, DJ LEE, (ENGLISH) SAYING:

"The Galaxy Note 4 will continue to set industry standards for how a smartphone should help our lives become more enriched, more enjoyable and more efficient."

To differentiate it in a crowded field of lower priced and higher priced competition, Samsung also launched a virtual sidekick to the phablet, teaming up with Facebook's Oculus to launch Gear VR. The virtual reality headset will put high-definition video watching and gaming literally in the face of consumers. That's som