When we talk about smart devices, especially phones, we have too many choices. But we can divide customers into 2 big groups: those who buy the device because of the brand, and those who buy it because of the specifications. Some people like to have all the devices from their favorite manufacturer, even if they take out a loan to buy what is missing in the collection. Is there the same (or better) device from another manufacturer with a 2x lower price? - Nevermind. On the other hand, these others are just looking to get the best device possible for as little money as possible, it doesn't matter who produces it.