Samsung and Apple have Some similarities in the way they operate.
They both want to make money.
Samsung is a great manufacturing company of hardware parts. Apple is great at designing an entire platform with software services and ecosystem.
They need each other.
I hate Apple for their press conferences lately, by stating "amazing " and the best yet , etc. I hate Samsung for their trying to be Apple attitude, and their campaigns stating Apple users are a bunch of ....
I blame Apple for their disadvantage at producing great hw, (except their soc development) they are entirely dependent on companies like Samsung to do this for them, so they will never be first with display tech, etc.
I blame Samsung for not developing their own os and ecosystem.
But don' t get caught in the crossfire between both companies. Do what is best for you and buy what is best.
I prefer an iPhone over a galaxy because of iOS and the ecosystem and the less is more approach from Apple in design.But if the s7 ran iOS, didn' t have the huge Samsung branding, the too obvious sensors and didn' t have the too shiny front(for example the gold, yuk!), I would buy one in a second.