I think people vastly overestimate the power of the competition while simultaneously underestimating the stickiness of the Apple ecosystem.
For one, the existence of cheaper android phones is not a new phenomenon. It was the case back in 2013 when it seemed like everyone was so sure that Apple would lose to Samsung's S3 phone and a never-ending onslaught of cheaper, better-specced Android smartphones. For a while, it seemed like it was just me against the entire world on Cnet, each with their own "expert" take on why Apple was doomed.
And the world lost.
As it turned out, it would be the competition that would go on to crash and burn (no surprise there that selling tons of cheap handsets at razor-thin margins would not be a sustainable move, something which seems to have been conveniently overlooked by the "pundits"), and Apple would go on to sell even more iPhones at ever increasing ASPs.
I myself still don't quite know the exact reasons for this seemingly anomalous trend in consumer buying habits, but I am not one to look a gift horse in the mouth. What I can conclude, however, is that there is something in the user experience afforded by Apple products that goes beyond hardware specs. Maybe it's simply the tight integration between hardware, software and services. I can't distill this "value" and quantify it the way I would a benchmark test, but it's there, it can be felt by iPhone users, and it's evidently significant enough that there is still no lack of consumers willing to pay Apple's asking prices for their products.
It is no different today. It's clearer than ever today that Apple has a multi-year lead with Face ID and all that is associated with the technology (hardware and software), that will be very difficult for the competition to effectively replicate. Furthermore, Apple's software adds value to its hardware, unlike Samsung which has little control over their software and barely has an ecosystem to speak of. I would even go so far as to assert that being able to control your destiny by owning the core technologies powering your devices ends up being a competitive moat for Apple in the long run.
I am also seeing an increasing number of reviews criticising the S10's much-hyped fingerprint sensor as being not super easy to use, not as good as Apple’s old Touch ID, and DEFINITELY not as fast or easy as Face ID. Not to mention their face scanner is a joke. I wouldn’t be surprised if a significant number of S10 owners eventually abandon using any kind of biometrics at all and just go back to 4 digit or 6 digit number codes, which kinda defeats the whole point of spending so much on the S10 with so many *options* in the first place.
In addition, 5G is irrelevant at this point so pushing to release it early is not benefiting customers except in fringe cases. Value will be very limited for another couple of years at least.
Folding screens is equally irrelevant as a customer facing innovation at this point, especially at their current asking prices. And to add insult to injury, you get an OS that is atrocious for tablets. I continue to maintain that “Apple should do a folding screen just cos” is not a good decision making paradigm.
You all refuse to believe me when I assert time and time again that we are just bearing witness to the start of Apple's ascendency all the way to the top, and that's perfectly fine. Wait and watch and learn, as Apple continues to suck all the money out of the respective markets they deal in, while the rest of the competition decimate each other like cannibalistic piranhas in a game of mutually assured destruction.
Then again, what do these companies expect when neither the ideas nor the product is *theirs* and they're all pushing the same filling? These companies literally sold their souls to Google and embraced android as their saviour. And for what? A misguided belief that they could somehow repeat the Windows model all over again?
They should fail.