Samsung: Flipping the script

Samsung, a global technology company, pioneered a foldable smartphone as a new form factor and called out Apple's increasingly lacklustre innovation.

Summary: Humble Pie Is Made Of Apples

Imagine your biggest competitor enjoys 94%1 brand loyalty.

Imagine that competitor is the stickiest2 brand on the planet.

Imagine you have one shot at switching a customer every three years3.

Samsung doesn't have to imagine. As the smartphone category has matured it's become a zero sum game and one brand looms over all. While the brand tussles with Apple to lead volume share globally, iPhone dominates with 80% share of global profits4(Samsung takes home a modest 20% and the rest of the market is a...

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