Concerning that Samsung operates like this even though they are the dominant market leader - with a plurality of the market share for mobile devices, 30.4% of the global market Q2, 2013 [1].
1 http://bgr.com/2013/07/26/smartphone-market-share-q2-2013-sa...
I think Samsung recognizes that their position as a "dominant market leader" is due more to luck than anything else, and that their products really aren't very different from those of their main competitors.
They have good reason to be nervous, maybe even more so than their competitors: Samsung gains a lot from the public perception that they're "in the lead", and thus have more to lose should that perception change...
They have good reason to be nervous, maybe even more so than their competitors: Samsung gains a lot from the public perception that they're "in the lead", and thus have more to lose should that perception change...