It's not Apple or Samsung, It's Google's modular phone....!!
I just ran across an excellent piece in Forbes, entitled "How Google's Modular Phone Threatens Apple and Samsung." It is appropriate these days because of all the publicity focused on Apple's record-breaking quarterly profits, and Samsung's reduced share of the global smartphone market. In fact, Google's modular phone, rather than the offerings of either Apple or Samsung, probably represents the big future direction of mobile communication. See my earlier posts on this topic here.
I highly recommend the Forbes article and the short video it contains. Enjoy.