I'd wager it's a marketing play.

Apple has developed it's own silicon and the chips powering iPhones, iPads and Macs are now the same. They come up with new and interesting manufacturing processes, or supply chain management. Their phones have lidar now. But you know what I've hear for years even from developer friends? "Apple can no longer innovate."

Samsung comes up with a folding screen of dubious quality or changes the shape of the phone and people love it. Internally it's just another Qualcomm or Exynos or whatever. But then what isn't besides Apple? Seems reasonable to try and carve out their segment of the Android market and I think they are largely successful. I know people who will specifically buy Samsung even when you can get similar specced phones for cheaper.