The spirit of Samsung Galaxy advertising: "We sell iPhones without the Apple logo, while adding / keeping features you love! We sell better iPhones!" A good short-term marketing strategy, but it's definitely not born from a place of passion or a grander vision like the iPhone (or the iPhone's predecessors, the iPod and the Mac).
I'm sure Samsung has its share of passionate designers, but I assume their marketing department is entirely cynical business people who outsource to any design firm that will make their Galaxy ads look like iPhone ads. Compare the latest Galaxy Note 9 web page with any iPhone web page, or look at their latest video ads, which take place in an Apple store.
(I'm not saying Samsung doesn't sell decent hardware, although I have many bones to pick with their software).