Ken Segall has this to say about Samsung's next big ad:
Most people care about the choices right in front of them. Today. They look at price, quality, design and reliability. Who came first isn’t exactly #1 on their priority list.
Of this you should be thankful.
Otherwise, iPhones would own 100% of the smartphone market. You’d also have some explaining to do about that nifty little fingerprint reader you recently added.
I suppose there isn't much else for Samsung to reach for. As Benedict Evans points out, the new iPhones and iOS 8 essentially eliminate the reasons to buy a high-end Android phone beyond simple personal preference.