Also we're at a point where the best hardware in a phone is not in a Samsung flagship.. for the first time since 4 years ago. The top flagships are pretty much similar, with the exception of.. lol.. Nokia phones. This might sound a little crazy coming from me, but Nokia came up with the most successful hardware this year. Their phones are extremely underrated due to the fact that they're running Windows Phone.. and for a good reason. The point, however, is that with the Icon/930 they have the most complete smartphone with the best camera (not counting the 1020 which is also theirs) and AMOLED display second only to Samsung's and also the top-notch chipset and everything else, including unique design.
They also have extremely good phablets with the 1520, which is like the Note 3 but with even better camera and battery life, lol.
It's beyond me why they're using Windows phone. Years ago their argument was they couldn't stand against Android flagships, hardware wise, and they wanted to be different to stand a chance. Now they can stand their ground with really good hardware. They're just stuck with shitty, shitty software nobody wants, which holds them back to extreme extents. The only reason WP has their few percent of market share is due to the fact that people are buying Nokia phones despite their OS. For me that's way too much since it kills all functionality. BUT, if they came with Android on board they'd definitely skyrocket to being the second or third best. I know I'd buy the 930 if it was running Android, it's great hardware, just wasted on a shitty OS that has nothing.
Also small companies keep on stepping on toes of big manufacturers because they can pack the same hardware, lol. See Oppo or OnePlusfor example. They can offer the same as Sony, LG, other giants with a way smaller price tag and less bloated OS. They are running Cyanogen out of the box which many will even prefer.
Everyone's using the same chipset and fairly similar LCDs and cameras from the same few suppliers. Manufacturers can't differentiate now to make a statement anymore, except with support and things like AMOLED (Samsung, Nokia), awesome cameras (Nokia 1020), small bezels (LG, Samsung, although not this year, lol) or speakers (Sony Z2, HTC One). It seems like there's not much more they can do, most phones are fairly similar this year. Huge OEMs have to seriously step their game up, or people will start picking start-up company phones or Chinese phones due to getting much better value there with essentially very little negatives.