Kang said: “It still has time, as that’s one of the advantages of being number one. People are reluctant to flock to an alternative all at once. But Samsung should get their strategy straightened out soon. They’ve been throwing the same course repeatedly, and getting pounded by the same player each time – Apple. They shouldn’t be stubborn; they can just pass over the star player and compete with the next in line. They can win the game if they swallow their pride. The market is about more value for the same amount of money, and Samsung should switch gears towards that.”
But Windsor warns that as sales fall and the multiplier effect falls away, Samsung’s troubles could deepen. “If its share of phone sales continues to fall, then this multiplier will no longer be possible, and Samsung will come closer and closer to joining the long-suffering ranks of every other Android handset maker in the market,” he said. “These companies make 2-4% operating margins in the best instance.”
Emphasis mine. Per our point here, Samsung is slashing and burning margins to maintain a position in market share charts that the real winner (Apple) doesn't care about.