I used to be an Apple fanboy. Honestly, I still enjoy Apple products. We have two Macbooks at home and I still think it’s a far better laptop experience than any PC I’ve had so far.
All that said, I think they are resting on their laurels too much on being “best to market.” These short clips from Samsung really drive that home. These are clearly Samsung Galaxy S9 ads but still hilarious.
Note - I don’t own a Galaxy. Currently using a Pixel 2 and am loyal to that. It takes all the best of iOS and Android and combines it into one phone. It’s the best phone I’ve ever had.