Apple's extremely lucrative smartphone business via its iPhone franchise will eventually - not immediately, but one day - face challenge from ultra-premium, highly-innovative, co-branded flagship handsets from successful Chinese smartphone makers, especially Huawei and OnePlus. The absence of premium branding on these will be largely compensated by co-branding these devices with marquee brands such as Porsche Design, Emporio Armani, TAG Heuer, etc.

Samsung - unable to compete with Chinese smartphone brands (Huawei, Xiaomi, Oppo, Vivo, OnePlus, ZTE, etc.) that sell flagship-like looks, quality, specifications and performance at mid-range prices - will continually cede more ground in the mid-range price smartphone segment to these formidable competitors. Samsung won't be able to provide near-flagship phones at mid-range prices else it won't be able to charge high prices for its flagship devices. These forces will thus ensure that Samsung will gradually be forced to move towards premium-only segment in smartphones.

Samsung is desperately trying to compete with the Xiaomis and the Honors by releasing a variety of ugly-looking mid-range phones with specifications that are a compromise compared to what's being offered by Huawei, Xiaomi, etc. What's being done to Samsung is somewhat similar to what Samsung did to Sony [with the notable exceptions that Sony products always looked/look very beautiful and had/have top-notch build quality].