Because Apple is the new Microsoft, and Samsung is the new Apple. Not in principle, just in position. Apple has become the giant, the de facto, the way things are done and the way things are expected. Samsung fans feel like the rebels.
But don't kid yourself. If Samsung could, they'd switch places with Apple. They'd trade in all their "beliefs" and do the things the Apple way if it meant more market share.
Apple was the rebel because they did things differently because they thought it was better. Samsung is the rebel because they do things differently because they think it will sell more phones.
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