I am about to switch to Samsung's S series from iPhone-7. What I have heard from reviewers about Samsung's smartphones is they are not so satisfied with software optimization on Samsung's smartphones. For example, on-camera based apps, such as Snapchat or Instagram, do not use the full potential of the camera of the phones, so the quality of the photos is so bad compared to photos taken on iPhones. Samsung flagship devices are so expensive nowadays, and they are good, and I believe the users need a much more optimized OS on their phones.
I previously worked at Nokia and BlackBerry. They both attempted this and failed. Here are some reasons for not doing it:
- Cost of OS development, testing, and support
- Cost of infrastructure to support OS and app development
- Cost, and amount of time, required to woo developers in a large enough number that quality apps are available on a custom platform.