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This has been done by other Android manufacturers before Samsung as well but I think it boils down to launch schedules. Apple doesn't launch new iPhones until September so, even if innovative functions are planned, they always appear to be added later than the rest of -or in response to- competitors.

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That, and other manufacturers are individually and collectively throwing more features at the wall than Apple ever would.

Whether they’re well thought out and will be supported on the next generation appears to be beside the point: they attract attention and serve as a differentiator.

Apple has neither the desire nor the luxury of throwing half-baked ideas into their phones.

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