Don't think there is much going wrong for apple, yes the initial OMG has died out, but that's the same with all phones, the galaxy S3 is a nice phone, but it's hardly reinvented the wheel. There really isn't a great deal that can be done with phones at the moment to have a big jump forward so it will just be minor changes here or there, anything bigger than a s3 would be just bloody stupid, OLED for a phone is really unnecessary, well unless you really, really care about the depth of your blacks, as that's what OLED does it will allow LCD tv manufacturers to have a premium range, as at the top end no LCD can come close to a plasma display.
With apple, you pay for the whole package, and people are more and more retained by the service aspect, look at John Lewis, on a high street that is struggling big time, they are taking it in, because although you don't get cheap crap, what you do get is exceptional service and aftercare, and that's what people want, they don't mind paying a premium if they get the service to justify it. Samsung are pretty damn good themselfs, but they have a disadvantage as any mug can sell their stuff, if you buy a sammy tv from cirrus and get garbage service that will hurt Samsung, and as there aren't many Samsung shops around its difficult to get direct to them, if I buy and iphone from Argos and it goes wrong, I can just amble into an apple shop and get it sorted, so even though the two companies provide actually a very similar level of service, it's unlikely you'll get some numpty in a random shop buggering it up.
Companies who get this wrong will struggle, those that don't will. Apple and Samsung are pretty much untouchable in the phone market, because Samsung provide you with an exceptional product at a good price, apple provide you with an exceptional product and great service and after care for a premium. Get that wrong and it will hurt you, look at Sony, for years they were a dominant force in consumer electronics, now they are a mess as they continued to charge you for a premium product while giving you a poor product. The ps3 and soon 4 are propping up Sony massively as they have stopped making decent products but still want a shedload of money from you.