Software - Apple beats Samsung
Hardware - Samsung beats Apple
SOFTware is correctable. HARDware is more permanent but is easier to get excited about because software doesn't change in UI all that much while hardware can.
This Microsoft video still amazes me five years later...
^ Probably won't see that in 15-20 years. Transparent, thin credit card smartphones. Hard to be excited with iPhones when so much cool technology could be coming out next year.
2017
+ Foldable displays (wait CES or MWC)
+ Project Ara / modular designs
+ Improvements to VR and AR
+ Nokia Android flagship
+ Google-made phone and Fuchsia OS
+ Nintendo NX, PS4 Neo
+ Star Wars 8
It is why I can't get too excited with a Note7 for too long when I know foldable displays will change the game for tablets. Browse through YouTube and check out foldable displays that can be unfurled, holographic, Project Ara, HoloLens, and so on. Our smartphones with the slab form factor won't look like that forever.
Apple lost its touch with marketing. It lost touch with any hardware innovation. This is basically what happened to Nokia and Sony. All I see with Apple and their rich deep pockets is copying other companies. Where is the modular design? 4K display? VR? Foldable display? Revamp iOS or make a completely different new OS but still compatible to iOS apps now.
Apple is always 2-3+ years behind Samsung and Android. It was Samsung that pioneered the phablet industry back in 2011. It was Sony who brought water-resistance to flagships in early-2013. Fast charging or wireless charging, Androids had those years ago. All I see customers want is NEW DESIGN when they should be asking for a NEW FORM FACTOR!
New design to iPhone users really means make the front iPhone look nearly the same but change the rear back. LOL! That's exciting enough to iOS users. Or recycle the iPhone 5s, and folks blow their load. Too slow, iOS fanatics/Android haters. Always years behind in your thought process. Think Different.