I really can't understand anyone would buy a Samsung phone. If you appreciate design and a well made product, Apple is the gold standard, and the former is like that crappy counterfeit store that sells knockoffs.
That's just hardware; software is what makes a modern touch device, and is 90% of the reason to choose one over another.
Of the other 10%... screen size is hardware! I like my slim iPhone, and shudder to see people lugging phablets, usually wrapped in massive cases. That's my preferences. BUT a big screen is worth it to other people, so that's one perfectly good reason to add a plus to Samsung when making a phone choice. Small phones are best. Big phones are best--in a different way. Take your pick. (The sharp-point stylus is nice too--for drawing mainly, but the art apps on Android can't compare to iOS. For the rest of users, that's a minor gimmick but still neat.)
As for software/functionality--people DO appreciate a better product, but only if they KNOW it's better. Many people simply don't know why iPhone is better. (Or Android--for some people--but Android is better mainly for a small techie niche who likes to tinker/troubleshoot and is willing to give up a lot of iOS benefits for that.) An iPad owner I know (regular person, not one of us techies) loves her iPad--has replaced her computer with it!--yet was shopping for a Samsung phone. The reason: two people who own them told her the usual vague things about "just like an iPhone but bigger and better." I told her why--for her needs--a Samsung would be so much worse*, and she's glad I steered her straight (but she does wish the iPhone came larger). Many of her Samsung friends would be better with an iPhone too, but they simply don't know--they assume and they parrot.
She was really excited about the "bumping phones" together that Samsung seems to have convinced people they invented. And it IS neat, maybe twice a year... but it's been on iPhone as one of the first apps ever released. My friend was amazed to learn that "iPhones can't do that" was false. Along with a lot of anti-Apple FUD about "control" etc. which really comes down to ease of use and respect for privacy.
Notably, her current phone she's replacing--which she just hates--is another Android brand. So it's true: the Galaxy brand is gaining its own massive mindshare separate from Android. Android has served her poorly, iPad has served her well, yet she still (briefly) wanted a Galaxy over an iPhone!
(* She's one who would have malware and 20-minute battery life within a week. And she wants the painless backup-restore of iOS: she hates setting up each new device from scratch and losing her comfortable setup. Meanwhile, customizing her home screen with various hacks and widgets is of no interest--she wants apps, and iOS has the most and best.)