This is a very good point. However, these companies basically compete with themselves to improve their own products. Most people are not very loyal to their Apple or Samsung "products" which causes these companies to constantly alter and improve their products. Or do you still have the iphone 4? or 5? or 5s? So your point is valid that people are loyal to these companies (for now) but they are not loyal to their products. One more point: We are not yet at true freedom, obviously. So it is easier for these companies to maintain their customers when there are so many regulations in place that prohibit smaller start ups to compete with them. Apple goes so far as to allow the Chinese government access to its users info (reportedly). If government would not interfere, these companies would be facing serious competition for their customers, and their loyalty, by now.