Let's be cordial. I used to love Apple, but honestly nothing "wow" has come out of Apple for years. They're simply following the road map Steve Jobs laid out. Now that the road map is ending, they're just copying other companies and rehashing old designs.
Fair enough, the smartphone market has stagnated significantly, but iPhones still lack basic upgrades for a smartphone, an OLED screen, curved glass, proper construction of the camera module into the body.
If I don't like the way a company does business, then why would I not take a stance? They don't pay enough taxes, so I choose to no longer buy their products for this reason and others.
Oh and the price in the UK is £600. For a phone. They know who'll buy it, it's not people who like innovation or technology, it's people who like fashion.
iPhone has curved glass and most flagship smartphones have camera bumps.
If OLED is a big feature for you then iPhone is out for now.
I think the iPhone screen is just fine.