It’s the Apple of Android now in many countries. That is to say, people buy Samsung automatically because of brand loyalty without shopping around. I think part of the reason is probably that Apple is the default yet it doesn’t offer any good value or affordable devices. You always pay a high cost. So when people look at alternatives, they often don’t compare across all price ranges or think honestly about what they need in a phone. They just look for the closest competitor to Apple’s flagships and that is Samsung. Despite the insane price, the Ultra series is still one of Samsung’s best sellers because it competes directly with Apple’s Pro Max series.