There are only two markets left where Samsung still dominates market share for Android phones--it's home country South Korea and North America where the carriers protect Samsung from competition against Xiaomi, Honor, Huawei, and OPPO--brands all offering phones with more innovation, better engineering, and superior build quality than Samsung phones at far more affordable prices. Samsung has been coasting for the last five years, releasing the same devices every year with only incremental improvements and design changes. Samsung doesn't deserve the market share it still has but they clearly won't improve their phones until they are faced with competition in North America where market dominance and high prices guarantee comfortable profits for Samsung.