Samsung vs Apple: the eternal rivalry

When you're looking for a new smartphone, you'll quickly face the same question: Samsung or Apple? They are the two biggest players in the market, and both have millions of loyal fans. But which brand actually suits you best? In this article, we compare Samsung and Apple on the most important aspects: ecosystem, camera, value for money and software updates. That way, you can make a well-informed choice.

Also check out our buying guide for the best smartphones of 2026 for a complete overview.

Ecosystem: Android vs iOS

One of the biggest differences between Samsung and Apple is the operating system. Samsung runs on Android (with the One UI skin), while Apple uses iOS. This difference goes much further than just the look of your phone.

Apple ecosystem

Apple is known for seamless integration between devices. Do you have an iPhone (read our iPhone 17 Pro review), a MacBook and an Apple Watch (see also Apple Watch vs Galaxy Watch)? They work together effortlessly. AirDrop, Handoff, iMessage and iCloud ensure everything stays in sync. The downside: you're pretty firmly locked into Apple products. See our Apple Watch vs Galaxy Watch comparison for more.

Samsung ecosystem

Samsung also offers a strong ecosystem with SmartThings and Samsung DeX. The big advantage of Android is its openness: you can easily share files with non-Samsung devices, change default apps and customise more. Additionally, Samsung works well with Windows PCs through the Phone Link app.

Ecosystem verdict: Already deep in the Apple ecosystem? Switching is difficult. More flexible or using Windows? Samsung offers more freedom.

Camera: who takes the best photos?

The camera is the deciding factor for many people. Both brands invest heavily in camera technology, but their approach differs.

Samsung Galaxy S26 Ultra

The Samsung Galaxy S26 Ultra features an advanced camera system with a 200MP main sensor, improved night mode and AI-powered photography. The zoom capabilities are impressive: up to 100x Space Zoom. For photography enthusiasts who value flexibility, Samsung is the winner.

Apple iPhone

Apple takes a different approach: fewer megapixels, but outstanding image processing. The Photonic Engine and Smart HDR deliver true-to-life colours and consistent results. Videography has traditionally been a strong suit for Apple — ProRes recording and Cinematic Mode are hard to match.

Feature	Samsung Galaxy S26 Ultra	Apple iPhone
Main camera	200 MP	48 MP
Zoom	100x Space Zoom	25x optical
Night mode	Excellent (AI-powered)	Very good
Video	8K recording	ProRes, Cinematic Mode
Selfie camera	12 MP	12 MP TrueDepth

Camera verdict: Want maximum flexibility and zoom? Choose Samsung. Prefer consistent colours and top-tier video? Apple scores better.

Value for money

Price is an important distinguishing factor. Samsung generally offers more choice in the mid-range segment, while Apple focuses on the premium segment.

Samsung: more choice, better deals

Samsung has a broad portfolio. Besides the Galaxy S26 Ultra, there's also the Samsung Galaxy S26, which offers many of the same features at a lower price. Furthermore, Samsung prices tend to drop faster after launch, meaning you can score a great deal with a few months of patience.

Apple: higher price, longer lifespan

Apple devices are more expensive on average, but retain their value longer. The resale value of an iPhone is considerably higher than that of most Android devices. Moreover, iPhones last longer thanks to extended software support.

Price range	Samsung	Apple
Entry-level	From approx. 350 euros	From approx. 550 euros
Mid-range	500–800 euros	700–900 euros
Flagship	900–1,400 euros	1,000–1,500 euros
Value retention after 2 years	Moderate	Good

Price verdict: Samsung offers more value for money in the short term. Apple is pricier but recoups some of that through value retention.

Software updates and support

Software updates are crucial for your phone's security and longevity.

Samsung

Samsung now offers 7 years of OS updates and security updates for the Galaxy S series. That's a huge improvement compared to a few years ago. Updates do arrive slightly later than on Google Pixel devices.

Apple

Apple is the undisputed champion in this area. iPhones typically receive 6 to 7 years of major iOS updates, and the rollout is lightning-fast — all supported devices get the update on the same day.

Updates verdict: Both brands now offer excellent long-term support. Apple is slightly faster with rollouts, while Samsung has caught up in terms of duration.

Which smartphone is right for you?

The choice between Samsung and Apple depends on your personal preferences and situation:

• Choose Samsung if you value flexibility, a wider range across different price brackets, and an open ecosystem. Check out the Samsung Galaxy S26 Ultra or the Samsung Galaxy S26 in our smartphone category.

• Choose Apple if you already use other Apple products, want top-tier video quality, and are willing to pay more for a polished experience.

• Still undecided? Then check out our buying guide for the best smartphones of 2026, where we put the top models from both brands side by side.

Frequently asked questions

Is Samsung better than Apple? That depends on your priorities. Samsung offers more choice and flexibility, while Apple excels in ecosystem integration and video quality. Neither is objectively "better" — it comes down to what matters most to you.

How long does a Samsung phone last? The latest Samsung Galaxy S devices receive 7 years of software updates. With proper use, you can easily use a Samsung smartphone for 4 to 5 years before it starts to feel outdated.

Can I transfer my data from iPhone to Samsung (or vice versa)? Yes, both brands offer tools to transfer data. Samsung has Smart Switch and Apple offers Move to iOS. Transferring photos, contacts and messages is fairly straightforward, but some app purchases and subscriptions are platform-specific.