They do seem to be trying, though, at least if their ad campaigns are any indicator. Google in particular seems to be positioning itself as a viable Apple competitor both in terms of the device itself (in this case, the Pixel line and its myriad of capabilities) and the branding around it (by tying in to the rest of Google's product line, particularly around search).

Samsung, meanwhile, seems to have the first part of that down (and has done so for as long as the Galaxy line has existed, much to Apple's chagrin), but the second part is kind of missing there.