Samsung makes more enticing phones...the notch sucks but hole punch is far more distracting. I owned an S10e and S10+, sold and returned, respectively. Useless curved screen edges, awesome. Note 10+ is $1100 and launching with Android P while Q is set to launch in a few weeks... Poor after sale support, zero physical store presence, plummeting resale value 3 months after launch. Yeah, sign me up. 5G? I live in a Verizon 5G market, couldn't care less about that yet. The S10 5G is obscenely overpriced. 1st gen LTE sucked, late 2020-2021-2022 is when 5G will be relevant.
I sold my iPhone XS locally for $800 last month...good luck getting back that value selling a Samsung phone.
I don't even own an iPhone at the moment, rolling with two Androids until September, yet fully realize and appreciate Apple's superiority over Samsung. Not even close.