I have thought about the same thing: if a company like Samsung came out with an even more beautiful phone and did not install crapware and didn’t allow phone companies to load crapware - and halved the cost of a similar iPhone, that could really scoop out Apple’s profits.

But, loading crapware will go on, and nice phones will always be expensive so I think Apple is in great shape long term.

I think the problem is that doing what you said is insanely difficult. Look at the Essential phone for a recent example.

Also if Android wasn't a security and privacy nightmare.

Not to mention, I don't think Samsung dislikes the margins. Apple's phones being more expensive helps push Samsung's device costs up too, so they can make more margin. I doubt they want Apple to fully leave, they are potentially making more money just by getting to sell their phones at a higher cost when they can potentially make them even cheaper than Apple makes the iPhone.