They're never going to beat Samsung globally - they wouldn't compromise their standards (high price and quality) to a large enough extent to outsell them. Before you say "ah, but the Chinese are getting richer" guess what? The price of the iPhone will go up to accomodate this fact.
In "the West" though, this refresh could swing a lot of people over.
Personally I really like the look of iOS7. The fingerprint scanner on the 5S intrigues me, but something that risky there's no way I'm buying the first edition. The "low-cost" rumours around the 5C turned out not to be quite so true
but on contract, a 32GB 5C is actually only £10 more than a 16GB 5, and £100 cheaper than a 16GB 5S.
The storage has sold me on the 5C, the colours are what's stopped me pre-ordering it. I'm going to get one of their dotted cases, but I need to see the phones in the flesh as with such bold colours I could easily end up hating my phone. Probably going to combine Blue and Green/Pink (depending on how pink "pink" is). The idea of them shipping each phone with the backgrounds set by default to match its colours is also pretty darn cool if you ask me.
Still though, love this:
Takes corporate Twitter trolling to a whole new level xD