This is what I would tell Apple straight away. Theres nothing wrong with building a better version of the same product every year but at some point you're going to stop being seen as the market leader.

For their Android 14 update Samsung have for the first time in a long while not copied any ideas from Apple but instead have made changes based on Google's Pixel line. Its minor things like a system-wide font change but to me it signals that Samsung don't see Apple as the leaders in visual design anymore.