Was OLED that great when Samsung introduced it?
I remember plenty of complaints about Pentile for years, followed by the various curved edge gimmicks that pretty much everyone hated.
Meanwhile Apple concentrated on, first Retina, then serious calibration, and year after year people generally agreed that their screens were the best for most purposes (unless you were seriously interested in proving some point, insisting that AMOLED's big feature, contrast, was by far the most important aspect of a screen).
I'd say the AMOLED story confirms my point. SS had the tech, but didn't know how to use it OPTIMALLY, and basically floundered for years without a model to guide them.