Samsung’s Struggle for Agency in the Smartphone Market: Is It Relying Too Much on Apple?

Many observers argue that Samsung has transformed the idea of imitation into an intricate strategy, aligning closely with trends set by Apple, whether for the better or worse. This perception has intensified due to a series of recent moves by Samsung, including the return of a variable aperture lens, rumors of the Galaxy Z Wide Fold, and the anticipated use of aluminum frames in the forthcoming Galaxy S26 series.

Samsung’s Imitative Strategies: A Closer Look

Samsung’s imitation of Apple has now reached the point where it can’t even be bothered to come up with a presentable justification. It’s a pure, unapologetic follow-through, with no attempt at concealment.😂 https://t.co/EPvVrqp0cK

— Ice Universe (@UniverseIce) February 10, 2026

In the wake of Apple’s release of a titanium frame for the iPhone 15 Pro and Pro Max in September 2023, rumors suggest Samsung will follow suit, transitioning to a titanium frame for the Galaxy S24 Ultra as early as January 2024. With Apple now opting for an aluminum frame for their iPhone 17 models—likely due to superior thermal properties—Samsung is reportedly set to mirror this strategy with the upcoming Galaxy S26 series, which raises questions about the company’s independent innovation capabilities.

This example is just one of many instances highlighting Samsung’s ongoing trend of mirroring Apple’s advancements. After hearing about the rumored passport-like design for Apple’s iPhone Fold, details of an upcoming Samsung Galaxy Z Wide Fold soon emerged, further accentuating this pattern of mimicry.

As I mentioned earlier, Samsung’s current strategy is clearly centered on Apple. Whatever Apple does, Samsung tends to follow. The return of a variable aperture is a textbook example. According to a recent report from the Korean media outlet ETNews, rumors that the iPhone 18 Pro…

— Ice Universe (@UniverseIce) February 9, 2026

Moreover, conflicting reports indicate that Samsung is considering the reintroduction of variable aperture technology in the Galaxy S27 lineup, a feature they originally abandoned after the Galaxy S10. This decision likely stems from anticipated features in the iPhone 18 Pro and Pro Max, which are rumored to include a similar variable aperture camera system.

These numerous examples of synchronization with Apple’s innovations paint a troubling picture for Samsung. The company seems to have relinquished its former status as a tech leader and is increasingly being viewed as a follower in the industry, adjusting its strategies to align with Apple’s trends rather than setting its own course.

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