After roaring off to a giant start, chalking up 10 million unit sales in four weeks, the purported Galaxy S4 juggernaut seems to be faltering and Samsung can hardly blame Apple and other outside rivals.

Instead, the South Korean tech giant will have to look deep inside its own turf to likely realise that other Galaxy models are causing the downward path of the GS4's global sales figures.

While Samsung is quiet on the matter, its recent actions speak volumes. According to ETNews, the downgraded its GS4 production target for July by 50 per cent to 6.5 million units. The deep cuts suggest that the GS4 is not performing to anticipation.

Records showed that it is the top Android handset at the moment, outselling its biggest threats, the HTC One and Xperia Z. There are no clear indications, however, how the GS4 is faring against the iPhone 5-iPhone 4s-iPhone 4 combination, which according to Apple's latest results sold more than 34 million units.

But it could be that while Android fans were not underwhelmed by the GS4 and its exciting features, many are delaying their purchases to prepare for the next big thing - which for Samsung supporters is the Galaxy Note 3.

Described by numerous reports as merely a bigger GS4 clone, the Note 3, nonetheless, is seen as commanding enough power to distract even the supposedly loyal GS4 buyers. It packs a 5.99-inch Full HD Super AMOLED screen with 1080p resolution with the rest of the hardware specs likely equal or upgrades of that of the GS4.

Price difference for both the Note 3 and the GS4 is seen as not too wide so many consumers are likely deciding to postpone their buys for now and get the former a little later, which probably will carry the same gadget prowess - hardware and software - and more.

Or many Android lovers are getting attuned to the Galaxy Note 2, which according to Samsung will be getting its official Jelly Bean 4.2 update between the months of July and August.

With the latest Android inside, the Note 2 will behave almost exactly like the GS4, yet with a bigger screen at 5.5-inch but with a relatively cheaper asking price.

Galaxy S4's apparent sliding sales numbers could be part of the normal gadget upgrade transition that affects even Apple, analysts said. In previous years, existing iPhone models would experience dipping sales as consumers train their eyes on upcoming versions.