The way I look at it is Samsung is forced to innovate whereas Apple just works on better ways to market the brand.
Well said, and on point (what company could get away with a three year old design? Hint: don't ask HTC).
And I love my s8, too. At this point in time, Samsung is offering leading class hardware, useful software features on top of a stable Android OS, and is pound-for-pound the best value to customers (no comprised smaller model, for example, and promotions/price drops). No other Android OEM is offering this combination.
There was hope for Google to, but seeing their decisions for the Pixel 2, and their recent and questionable acquisition of parts-of-HTC, I'm not so confident they're ready yet to step up to that role. I'm not confident they even have a good strategy in place! It'll be Samsung for a while in my book.
The S8 is the most worry-free phone I've ever owned. Even the headphone jack is there! The removal of it is something that is largely regarded in reviews as a mistake by every OEM that does it.
The S8 is a fantastic piece of technology.