The irony is, Samsung phones aren't marketed as "special" as iPhones, and that's why the Samsung phones are winning.
Any relatively affluent Chinese national who's had the privilege of making a trip to the states and is returning to the motherland will most likely have a top-of-the-line Samsonite suitcase full of Coach purses and brand new unlocked apple iPhone 5's (and maybe a couple of iPads), but how many Samsung products will they be bringing? Likely none.
The reason for this is that when quality is an issue, the Chinese have this adamant belief that anything created in China that is exported to be sold to Americans is, without question, of higher quality than the same item were it sold to Chinese consumers. This includes the same iPhone, made in the same factory, by the same people, the "better" one being shipped overseas.
That's why in the mainland, the spoiled middle-class children (starting at around middle school) with re-imported U.S. iPhones will actually look down on those who are using a "domestic" iPhone.
The fact that Samsung has been a major player in Chinese appliances still helps to set it apart from domestic (to China) brands such as Huawei in terms of overall quality, but because Samsung phones are marketed as largely being a different alternative to Apple phones (in terms of features, screen size, etc.), there's less of a need to re-import that je ne sais quoi from the U.S.
But Apple? Those phones are claiming to be the epitome of fit-and-finish, and that's just shooting themselves in the foot in this case.