Samsung doesn't have to do a thing against iPhones, at least in terms of display.
Samsung has the best UI on android side, unless you prefer stock android (One UI is in a different league vs Chinese UIs). But their problem is Exynos or Samsung-made Snapdragon SoCs, these are inefficient & people who use this & switch to iPhones will never again buy another android because of the battery life. I know E2400 is much better than earlier but sadly Apple has a blind fan following at this point. So Samsung needs to start innovating to grab attention (or realistically Apple must mess up big time).
I really hope Samsung adopts the new SiC batteries & bump up the charging speeds on their phones to at least 65W. New Chinese flagships are on a different level on battery size & charging speed (mostly close to 100W).