More reliability, more polished OS and longer support cycle.
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I personally wouldn't voluntarily use Apple products myself, but I have people close to me that buy iPhone because they think that's the best smartphone they can buy. There are some truths to it from the standpoints of warranty policies, technologies, privacy policies, update policies, securities, and reputations.
Because I get a phone that is updated and working for more years. I’m not buying a $1,000 smart phone every two years. Still on a XR and it works great. Was on a 6 before that. And then a 4 before that. They last a long time if you don’t drop/step on them.
I used to use an iPhone simply because of the jailbreak community. When it became increasingly slower for a jailbreak to release I jumped ship. I got on iPhones around the time of iOS 7 and got off around 11.4.
I bought one because I thought that the camera would be better, but I'm having a hard time telling the difference between phones these days.
Also, Mini.
Ease of use: I don’t want to even have the ability to tinker with my UI, etc. I like the fact that it’s simple and predictable. Plus iMessage is so good.
Ecosystem: iPhone, Apple Watch, iPad, Apple TV, Mac. They all work together and very well.
Health/Fitness: Apple actually puts effort into this category when no other Android manufacturer consistently does. Goes along with Apple Watch.