With Apple's iPhone next week the most widely anticipated in a wave of new product launches, investors need to be choosy as only a few companies will emerge as winners at the end of the smartphone battles.

“For companies to put out their hottest new product when everyone’s heads will be turned by Samsung and Apple, it’s almost a waste,” said Brian White, analyst at Topeka Trading.

While Apple remains most people's favorite stock, strategists say other mobile-related companies could see gains from the smartphone wars.

As an alternative to Apple, White advised investing in Qualcomm , which is a supplier for both Apple and Samsung’s smartphones. Broadcom and Cirrus Logic are other major Apple suppliers.

Meanwhile, Patrick Moorhead, President & Principal Analyst of Moor Insights said Microsoft is a good play on operating systems.

“You have Nokia and Samsung [using Windows 8] and there will be more companies going forward,” said Moorhead.

Moorhead said he expects Microsoft's Windows-based platform to see "at least single-digit gains" in market share over the next six months. As a result, the company has “no place to go but up.”

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