Samsung and Qualcomm is in deep Apple envy mode, thinking that making a custom chip would turn the tide of top to bottom Android commoditization, when that obviously won't work when they don't even own the software stack.
Android OEMs would be lucky to ship a total 50M high end devices next year. Apple can ship that in just one quarter these days.
Do you think it would make much difference even if Android flagships outperformed iPhones? I doubt it would. Almost no one I know who owns an iPhone has actually checked its benchmarks against Android phones before purchase or used CPU/GPU benchmarks as a big reason to buy one over the other.
Wouldn't you say that overall S6/Edge was a faster phone than iPhone 6?
http://www.anandtech.com/show/9146/the-samsung-galaxy-s6-and-s6-edge-review/5
That didn't really help it during Q2/Q3 2015. Not only that, S6/Edge absolutely owned iPhone 6 in 2D and 3D video IQ and screen quality (OLED > IPS) but that didn't matter either. Even now I think S6/Note 5's selfie and rear camera are better than the 6S/6S+'s and their screens are also far superior, but most of the market doesn't care at all. There is a lot more to people buying iPhones over flagship Android phones than CPU/GPU benchmarks.
I know it sounds really bad but I'll just say it -- you can attract young, good looking females in many poor countries simply by owning an iPhone or gifting them one - it acts as an unspoken status symbol that projects wealth. I've never seen a flagship Android phone pull something like that off.
Why do you think people pay $250-300 US for Nike running shoes in Central Asia, Brazil, Eastern Europe or Russia? An iPhone itself is a status symbol, much like driving a Mercedes or BMW since not everyone is a "car guy/gal".
There are other big selling points to iPhones that Android cannot compete with:
- long-term software updates/support
- higher resale value
- can sell an iPhone in almost any country for quick cash if need emergency $ -> iPhone is more liquid 'asset' than an Android phone in my experience
- Certain U.S. designed (i.e., American) products sell MUCH better in the U.S./Canada than elsewhere - Xbox One, Corvette, Mustang, etc.
- iPhone breaks and you can exchange it for a new one at any Apple store location, same day. Samsung, HTC, Asus, Lenovo, BLU, Sony, etc. cannot compete against that.
I also think loyalty is a big part of it. For example, let's say a consumer started with iPhones years ago. To switch, they are thinking I have to learn something new, research all these complicated Android choices. It makes it a lot easier/safer to buy what you know and they have used iOS for a long time + your buying decision is validated since so many other millions of customers own it and like it so it's a safe choice.
That's why I think even if 820/8890 were to smoke the A9/A9X in every benchmark, that's not sufficient for Android flagship sales to take off.