Current rumor is "there is a RF transmission issue that burns up the modem, quite literally, so then it won't read anymore. Can happen on any band. The software releases are supposed to prevent this from happening. But if your device has succumbed to this already, you're hosed." https://s4gru.com/forums/topic/7899-galaxy-s10-family-discus...
As is Apple
[0] https://www.statista.com/statistics/630434/samsung-quarterly...
Samsung can't credibly claim that their software is a selling point; for Apple, it's an integral part of their business.
https://www.bizjournals.com/sanjose/news/2018/03/19/apple-mi...
Also, there's a lot of display tech that Samsung has, so Apple would either have to license these, driving the component cost higher, or work around them, which seems quite difficult.