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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.
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.
Integration. When I copy on my [Mac|iPhone|iPad|AppleTV] I can then paste on the other devices. When I enter the search field on the AppleTV my phone lets me type to the screen. I can transfer web pages from screen to screen if I wanna change where I'm browsing. All my devices work seamlessly with my AirPods. Etc.
I like the clean design of iOS, and I like being able to Apple Pay my whole family if needed cause we still share like a phone bill and stuff, so it's easier to Apple Pay than bank transfer or download an app.
Plus I like Apple's credit card and now I have their savings account too....
The optimisation. And the ecosystem of iPad iPhone AirPods Mac. Watch