One thing, once you use a product ,say me with the IPhone or you with the Galaxy, you tend to stick with it because you know it, for all it's faults, you know it and are comfortable with it so there has to be a very good reason to change.
Thats what Samsung needs, some new functionality to blow Apple out of the water. though they're not doing too bad now.
I have almost zero brand loyalty from one product to the next - my last phone was a HTC, the Samsung I bought on a whim - it's about the operating systems and cultures thereof. I won't choose Android next time simply because that's what I already have - I'll choose it because by then (6 months?) there still won't be any serious competition, so it's Apple or Google, and Apple has been nothing but frustration for me so better then devil that doesn't piss me off for now.
Two years ago Android was a platform for tech-savvy folk who would persist with sitting there setting everything up, and nerds who wanted to make like their phone was a Star Trek tricorder and hack it to do loads of weird shit, whereas the iPhone was mostly just a mobile Facebook interface.
Now all the phones and platforms do the same crap as each other and they're all dead easy to use, as of now I can't think of any great innovations forthcoming that will be a "killer" feature to separate any of them that the other developer won't be able to replicate, so again it just comes down to the feel of the OS, and the culture thereof.