Apple better start getting innovative or Samsung is going to keep growing their market share. The finger print scanner was really the only "new" thing to come with this phone. Will be a good product no doubt, but for a company that prides itself on always being the forefront of the next best thing, they haven't been filling that role to much with the past few models. Stock holders are also taking note, I believe it was the first time stock prices fell after one of their mobile launches.
Samsung is doing well for themselves but I disagree with the urgency of your sentiment. Apple will continue to make buckets of money because even when they play it safe and conservative, they do all of the little things just right. The things that people don't notice but that still actually impact their purchases. Their build materials are flawless, their branding is iconic, their software support is a reliable rock, their marketing is unprecedented, etc.
If Apple goes down it won't be because they didn't add enough new fancy things to their phones. Those things matter very little to the 90%.
