> Samsung is primarily a hardware company.
As is Apple
As is Apple
Samsung can't credibly claim that their software is a selling point; for Apple, it's an integral part of their business.
[0] https://www.statista.com/statistics/630434/samsung-quarterly...
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.