Reuters reported on Samsung’s fight to save mobile market share.

Behind Samsung’s reality-check is the fact it is stuck with the same Android operating system used by its low-cost competitors, who are producing increasingly-capable phones of their own.

“The writing has long been on the wall for any premium Android maker: as soon as low end hardware became ‘good enough,’ there would be no reason to buy a premium brand,” said Ben Thompson, an analyst at Stratechery.com in Taipei.

It’s a race to the bottom for Android makers. It is not something surprising. We just need to look at the PC market to expect what the trend would be like.