By Ian Bush

PHILADELPHIA (CBS) – Android has Apple beat in market share, but the iPhone is the single best-selling smartphone. With pre-release purchases in the millions, the iPhone 5 looks to be no exception.  But the ‘Holy Grail’ device remains elusive.

It’s everything a powerful, pocketable phone should be, says CNET.com senior editor Scott Stein.

“It’s engineered to be a lot lighter, it’s thinner, it has a better screen, a faster processor, it has faster 4G LTE data service.”

But Stein says it doesn’t reinvent the wheel.

“Apple seems to be saying if you have an idea in your head of what you want a phone to be like — which, for a lot of people is something like the iPhone — we’re not going to make you feel uncomfortable with something different.”

Like an even bigger screen. Samsung hasn’t been shy about rubbing that — and more — in Apple’s face in their TV commercials.

(Man 1:) “You can watch a video while you’re sending an email.”

(Man 2:) “Well, we’re going to get that for sure, maybe not this time, but the next time.  Right?”

And a rare flub for Apple: doing away with Google Maps in favor of its own service.

“Apple Maps is — it’s unfinished,” says Adrian Covert with Gizmodo. “It’s a little bit slower than Google Maps.  It has a clunkier user interface.”

And Covert says it’s misplacing landmarks and leading some to have to ask for directions the old-fashioned way.

“It’s just not better than what Google had on there already, so that’s a little disheartening.”