Could not agree more........ I think the Prime or F series is a mistake....Apple did very well at crafting the 5S and 5C..They faltered in predicting the right/correct balance in production between the two as they themselves have acknowledged. The 5s was virtually sold out for weeks, while the 5c was available in plenty. The 5C for apple was essentially a refresh of the original 5 that would allow for greater sales and a better margin (due to lower cost)..I do not think anyone would doubt that apple would not have been able to sell as many iphone 5 models at a $100 lower price post 5s launch as they managed to sell 5C's. It gave its consumers "choice" of having different colors and do so at a lower price point. It was in no way a flagship. Although Apple does not release sales of individual iphone models, there is data that indicates that the 5C despite being (for all practical purpose) a cheaper 5 sold much better then flagship phones in its class (Gs4, LgG3 etc) at least in the US. Apple's follie was in production management which is not surprising as apple (unlike samsung) has very little experience in launching multiple handsets in one go and getting the logistical complexity sorted out.
For Samsung its about shedding the image that its phones are "plastic" therefore not premium and the fact that they want the GS family to distinguish itself from the previous generation (as commented upon by its executive). Where I think they are getting it all wrong is that they are trying to create a DESIGNER phone in terms of spec and design. Where HTC and Apple have had success in phone designs is in getting their flagships that look and feel great due to workmanship..They do not bother with having diamond studded models that are 30-40% greater in price compared to the standard flagship. A 800-1000$ phone would hardly do much for Samsung's image (that it itself wanted to change if some of its executive are to be believed) for they have been producing expensive "designer" phone models for some time now..but that has little effect on the design aspect of its standard flagships..