Yep. People are largely already captured in one ecosystem or the other, and I think very few cross-shop. If you compare this situation to something like American pony cars - sure, there are bragging rights based on horsepower or other performance specs - but no loyal Ford guy is considering a Camaro. For smartphones, the Ford vs. GM analogy works - and with both cars and phones, there are always new customers coming in that don't have a family history with a brand or whatever. But relatively speaking, there just aren't that many people coming in fresh (as opposed to in-brand upgrades) - and those that do come in fresh aren't using all of these silly spec numbers to bench-race the available products. As I have suggested before, 120Hz screens mean diddly to upper-middle-class housewives who have disposable income and have "sortof heard about 5G but have no idea what it means."
Apple products don't have to be the best. They only have to be something you aspire to, have to have a great customer experience, and functionally they really just have to be "good enough." There will be people that have a bunch of reliability issues - and there will be people who are turned off because of the "lagging in features relative to Brand X." All Apple has to do is try and take care of the former; they aren't playing to the latter.
