I asked my daughter (who lives in China when not "trapped" in the US by Covid) and she said that iPhones are priced way high than most Chinese people can afford. I would guess that Samsung is as well. So Apple is priced out of the marketplace in a country of 1.4 billion people. I suspect that is true in one degree or another in many other countries.
Whether smartphones, computers, televisions, or type of techno-toy, there is a sort of vague saturation point where consumers realize that what they have is so adequate for their "needs" that they don't need to get the latest and greatest __________.