"Samsung are [sic] doing this because Apple is doing this" - this is unknown, it is just assumed on this forum.
"when Apple sues them,..." - how would Samsung be sued in this case? It's a material that has been previously used in the same manner that Apple is trying to.
"place marketing gimmicks on their products" - I don't understand your point here. What you call a gimmick others call features. Just because you may not see a need for a feature doesn't make it any less a feature.
"...it's the unethical business strategy" - yes, because Apple is completely on the straight and narrow in everything they do.
I think you got off track here. I was merely pointing out, if you want to say that Samsung is copying Apple for using sapphire crystal as their screen (which, btw Apple hasn't even done yet) it's just as much "copying" as Apple using a larger screen size. Which, in my opinion, neither of these are copying at all - it's just trying new things to give the customer a better experience to entice other consumers to buy their product. This is business 101, not a conspiracy.