Every Keynote, we're shown a graph of % devices running the latest iOS, there's a comparison with Android devices and everyone in the audience laughs. Apple has made a decision somewhere along the way to force (not strictly true but I'm talking man on the street, not the self-selected readers of this forum) new software onto old devices in a way that, as I understand it, the Android consortium does not. One can make valid reasons for this. The problem then comes that the device is immediately slow (all the apps are updating in the background), then the battery life is not what it was (the location services are not how they were) and 3-4 days down the line, an air of dissatisfaction sets in. This is then perpetuated as performance throttling takes effect.
The majority of users gain very little from the latest greatest iOS and, despite the incredulity expressed on this forum and Mac related podcasts, replace their phones to make them workable again. I replaced my 6 with a 6s because lives were at stake when its battery died mid-call at 30%, I replaced my 6s with an 8 because as night follows day I knew that iOS 11 was going to essentially brick my phone. I felt no joy opening the box: I'm relatively well informed but while I know that I've lost a physical home button, a headphone jack and £500 (after trade in), I'm not sure what I've gained. My iPhone experience has changed very little since my 3G (which I'll accept was an improvement on my 1).
I live in one of the bigger towns in the UK but it is still 2hrs each way to an Apple store where I have had universally unpleasant experiences. I need to view Apple as an online company only so battery replacement needs to be 24h turnaround online.
Society is increasingly distrustful of anything that seems too good to be true and I'm afraid Apple is about to join that list. All that is required is for this story to hit popular culture (talk show, investigative TV reporter). If a company with a better rep were to launch an Android alternative (I'll go "Tesla" but there may be better examples) I think the balance of power could shift...