Samsung Electronics has built up expectations so much for its Galaxy S IV launch in New York on Thursday night that analysts wonder if the smartphone maker has not set too high a bar for itself. "Samsung has positioned itself as the only alternative to Apple for high-end phones. With that comes expectations and responsibility," Gartner Group analyst Carolina Milanesi said. Samsung, which last year outspent Apple in marketing its phones in the U.S., also faces concerns about a repetition of last year's distribution snags for the Galaxy S III. Samsung said that it has built a backup plan to ensure adequate supplies reach consumers.