Here's what I see:
1) Apple has always strived to make their phones thinner.
2) I'm sure there's a larger screen in the works, which will make not only the phone display larger, but also the phone itself even thinner and lighter.
3) Apple has a 64 bit system already on a dual core chip, which Samsung can't really produce for their own line of phones. Apple's 5s is a little rocket.
4) Apple has introduced Swift and Metal, cutting down on their programming footprint. Not only will it make their phone performance faster, but battery life will dramatically increase.
5) Apple has already established an Ecosystem, something the competitors are striving to create themselves in an efficient manner.
Conclusion: Once Apple introduces their new line of phones, with better battery life and even greater performance, and new aesthetic design... Yes, you got it... Samsung will be there at their heels copying. Also, Samsung needs to bash Apple, because they're feeling that gap widen between themselves and Apple. They're in a chokehold. Plus, these Apple bashing commercials just make people not want to cross over to them, but stay with Apple.
Cheers!