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I knew this would happen around the S21 series when they removed the last hardware item of consequence, the SD Card slot. After that, Samsung focused on being Android's iPhone, except they imitated all of Apple's shortcomings instead of playing to their core values that got them here in the first place: hardware supremacy. Now that the only discernable difference between Samsung and Apple is the OS (folding screens aside), people's choices became binary (iPhone or equally expensive iPhone clone) instead of multifaceted (headphone jacks, SD card slot, etc. vs iPhone). Actually, scratch that - Apple actually added more hardware features* (action button and USB-C) on their latest model, making Samsung look dumber for regressing.
On top of that, other OEMs, like Google, caught up with the only hardware that Samsung has been improving on - the cameras and folding screens - and soaked in customers that feel spurned by Samsung (myself included as of 2 weeks ago), for a lower price. If they don't reverse course and begin concentrating on hardware advantages, especially in an era where consumers are so starved for features that Nothing Phone made a living out of glowing back lights, this may be the beginning of the Korean giant's death knell since younger generations are choosing iPhones.
*Side note - I'm even more pissed about the removal of expandable storage on Android since Apple actually brought them back for the recent MacBooks! So people who claim it's an outdated technology can try and explain why it's making a return on $2K laptops, but not mobile devices other than for greed.
Disagree entitely. Samsung was never #1 because of their S line at all,butt their A line, many of which still have those features. Lower end mattered much more than anything not "budget."
How do you think they got their lower budget models to be so successful? By using the R&D and marketing budget on their flagships. Do you think Samsung would still be selling as many lower end phones if they couldn't advertise and actually entice consumers? They would be competing for scraps along with Moto, Asus, and other niche brands. Hell, there might not even be an Android presence in the US if they only made $200 phones! Apple's domination would be complete.