I think it's pretty fine and encouraged to come up with something different and new.
We already have the iPhone. Would it kill Samsung to make something completely new and different? I think their back-and-forth with regards to their own design language ultimately hurts them.
Nothing is iconic "Samsung" - its an amalgamation of a bunch of different designs which ultimately don't come together in an unique way.
I thought Samsung always did try new and different things. In fact, don't they do this so much that it's to a fault? Aren't they blamed for their "throw everything at the wall and see what sticks" approach?
Aren't they first with many things? The Note 4 with is size and stylus. Aren't they the first with different takes on smartwatches, including one with dedicated SIM card so that the smartwatch can truly work with data solo independent of another connected device? Aren't they first to a pro-like tablet with their latest larger tablets? Even on the software side, haven't they done new things like split screen multi-tasking, all that eye-movement extras they taught in TouchWiz?
Yet here, when the market and media demands all call for Samsung to become more "focused" especially with their star product line ups (aka the Galaxy S line) you still have people complaining. How many times have we heard/read from the tech media that they want Samsung to use more premium builds? Here they are addressing this demand, and yet here we have the same group of people with the same complaints.
You can't win. Unless you're Apple, I guess. Apple can follow tech trends and demands and be praised for it, but Samsung cannot.
I say again, if we want to treat Apple as if they are the leader in this industry, let them lead. To be a leader is to pave the way for others to follow. You can't have your cake and eat it too; you can't praise Apple for being the leader, yet chastise others when they follow the industry's leader.
You really just can't win with some people. Oh well.