Samsung’s New Phone Isn’t Just a Shot at Apple Inc. (AAPL): Nokia Corporation (ADR) (NOK), NIKE, Inc. (NKE)

Samsung turned heads during last week’s Samsung Unpacked event.

Everyone seems to be wondering how the new Samsung Galaxy S4 will eat into Apple Inc (NASDAQ:AAPL) iPhone sales when the high-end smartphone hits the market by the end of next month. However, it’s not just Apple Inc (NASDAQ:AAPL) that will be challenged by Samsung’s bar-raising device.

Let’s go over three publicly traded companies that may also be in the crosshairs when it comes to Samsung’s new phone.

NIKE, Inc. (NYSE:NKE)
The sultan of swoosh would seem to be an odd target for a South Korean smartphone maker, but have you seen the new Galaxy’s fitness features?

S Health is a major component of the new handset. The S4 comes with a pedometer, counting the steps taken in order to track someone’s active lifestyle. Ambient temperature and humidity is also tracked for an accurate fitness read, and an updated app includes food nutrition information.

There are plenty of third-party accessories and devices — from scales to heart-rate monitors — that will play nicely with S Health. There is also the S Band bracelet that can track movements for those who aren’t always carrying around their phones.

This is a full-on attack on Fitbit and Jawbone UP, but it’s also a shot at NIKE, Inc. (NYSE:NKE)’s FuelBand wellness bracelets and the whole NikeFuel ecosystem.

NIKE, Inc. (NYSE:NKE) bulls will argue that the branded athletic footwear and apparel company is still a winner. Folks who are more conscious about their physical activities will go through more Nike shoes and sweat-wicking shirts. They have a point, but for now the challenge is for Samsung’s S Health to establish itself as an important wellness brand.

Rosetta Stone, Inc. (NYSE:RST)
S Tranlsate is another feature of the new S4.

The device allows instant speech-to-text and text-to-speech translations in 10 different languages. The ability to translate emails or text messages is novel, but the ability to actually communicate with a local in a foreign country is where Rosetta Stone will feel the pinch.