Do you want to be the one to report to your shareholders that you lost Apple as a customer and, as a result, quarterly profits are going to be absolutely destroyed?
There interests are thus less subject to the quarterly forcasts of Wall Street analysts than those of Apple.
http://www.samsung.com/us/aboutsamsung/ir/corporategovernanc...
Seems that 'only' 15.29% is owned by the "family". I'm not an expert on this things.
Sometimes it really is enough for absolute control, since not all shares are voting shares. The NYT is a good example of this.