According to a slew of recent certifications, Samsung has a new product called the Galaxy Smart Tag in the works. It, as the name suggests, is a Tile- or AirTag-like gadget that can connect to a phone via Bluetooth in order to locate it, or the other way around. It might be ready to debut alongside the OEM's new flagship phones.
https://www.notebookcheck.net/Samsung-may-have-an-Apple-AirTag-rival-to-launch-alongside-the-S21-series.512793.0.html
Ecosystem, Samsung. The key is ecosystem. Apple spent a ton on developing their ecosystem to integrate their products and services in a seamless fashion. Samsung has yet to sink in much capital on software, firmware and standards. Make technology human-centered in design and well integrated, and you can charge an obscene amount for glued products produced in sweat shops while giving world leaders advice on LGBTQ and human rights.