Samsung just took the wraps off its latest Galaxy S10 phones, along with an intriguing new folding phone/tablet called the Galaxy Fold. They were all the internet could talk about on Wednesday, and with good reason: there’s some legitimately cool stuff there. But none of them present the existential threat to Apple. In fact, they probably won’t have a measurable impact on iPhone or iPad sales at all.

The greatest threat to continued sales of Apple products is Apple, not the threat of a superior product from Samsung.

‘Must-have’ features are often overestimated

The general thrust of the annual “Apple needs to worry about these new Samsung phones” punditry goes something like this: These Samsung phones have more features for the same money!

That’s not wrong. The $750 Galaxy S10e is priced like the iPhone XR, but has more storage, an OLED display, and dual rear cameras. The S10 and S10+ have more and possibly “better” cameras in front and back, more storage, and start at prices $100 less than the iPhone XS and XS Max.

When else have Samsung flagship phones have had more features or better-sounding specs than the comparably-priced iPhones? Pretty much every year since the Galaxy S4. Whether it’s wireless charging, waterproofing, OLED displays, stylus support, or NFC, Samsung’s top phones have often had a laundry list of features months or years before they show up in an iPhone. Samsung often hammers home that fact in its commercials, and yet iPhone sales haven’t suffered.

Of course there are some people who are willing to jump out of the iPhone ecosystem and they land in Samsung’s domain. That’s not new. But in the grand scheme of things, most iPhone users seem to want to replace their old iPhones with new iPhones, and if beating Apple to the punch on a handful of cool-looking features hasn’t tipped the scales over the last five years, it’s not going to start now.

Until there’s a true competitor to the ubiquitousness of iMessage and FaceTime, Apple probably doesn’t have to worry about the fact that some Android phone shipped with a feature before the iPhone.

It’s too early for a folding phone

What about that Galaxy Fold, though? The first real big-name folding phone/tablet! Sure, it’s undoubtedly slick, it doesn’t seem ready for the mass market just yet.