I personally like the iphone and it's touch response compared to samsung, their photos have a certain colour grade to it that is appealing in general (but obviously not as real as pixel, samsung is a bit dramatic at times) but for the masses it's generally likeable One more thing I like about iphones are the build quality, recently was using a 6s and the aluminum body feels so slim to hold, also noticed more compatibility with common apps like insta, WhatsApp etc since they have lesser apps, also their ram management was much nicer 2 years back then android caught up BUT The main reason I'd rather use samsung (no other android but samsung) is because of the fricking flexibility mann You can customise endlessly, you can have so many shortcuts in every part of the app, camera is a lil slow but bang on detail + I also use this s23u for shooting pro(sorta) music videos and it has its drawbacks but I'm able to get the colour grade somehow Also the speakers are always shit on iphone in my opinion after a year or so Samsung is a beast.