It's a dog eat dog world and i Iove it...smartphones are an example of a market that follows simple economics and refuses to allow monopolies for long. One of the few things we can say the consumer gets a fair shake at.
Apple applies a superior strategy. It is exactly the same with Xiaomi vs Samsung in China, Xiaomi outwitted them and took their crown. Xiaomi is doing the same with Apple in China and India, though both companies are levelling the playing field at this stage.
I've played around with a friend's S5. I definitely wouldn't handle that thing with stock firmware, even with a custom launcher. The notification bar, the settings menu and all the Samsung bloatware is too much for me.
Oh you'd looooove a naaiPhone then. Their battery life is far worse (and you can't replace the battery when it starts going bad), plus the Bluetooth is pretty much limited to sending contacts or connecting accessories.