I disagree Breh. They build good hardware, and the power if they GPU and CPU is top notch. They software is nice as well.
Then about the apps..You buy them once and they are continually updated without extra cost. Their data is saved into the cloud and a restore of the phone easily transfers automatically. Not easy with sideloaded apps, then you have to manually update them. fukk all that ..
When I bought my Note8 and switched from the S8 to it I activated it and over the cloud Samsung restored all my apps, home screens, and settings.
The unique thing Apple does is lock down the hardware so that the average consumer has exactly the sort of experience Apple wants them to. The software in many cases is locked down too. All the keyboards are basically a skin over the stock keyboard. All the web browsers are a skin over Safari. The NFC chip last I knew is only accessible by Apple. The default apps on the phone are all Apple apps and the user isn't given the option to change them.
With Android you largely determine your own experience. I'm not saying Apple determining your user experience is even a bad thing but what I am saying is the less technically inclined a user is the less likely they are to bump their heads against some of Apple's restraints.
Personally as a paying customer I feel like you should be able to have it your way rather than be told how things should be. The difference here is the way Apple says it should be there are some users that don't have an issue with it and don't need to do things differently. So when a power user has an iPhone either the just suck it up and let Apple dictate that or they Jailbreak and keep their phone on some outdated version of the OS that's less secure so they can customize it more.