Well, it's their jobs to think of stuff. It's all about innovation. I bet lots of people didn't think they couldn't live without a fingerprint sensor on their phone till apple did it right.
Android manufacters are stuck with this impression that "more/bigger is better". More specs bigger phones more features etc....Apple isn't even playing that game. The innovation doesn't even have to be in hardware it could be in software as well. Genuinely compelling new features that apple can't easily replicate. Google should figure out a way to leverage their skills and strengths into their product more than they do right now.
Samsung had the bigger screen as the differentiator but now that's not in play. And no making your phones 6+ inches doesn't help. Everyone has to think of stuff and not just throw everything at the wall like samsung is bound to do with the S6