1. No customization of settings / control center - for example, I toggle vpn on and off several times a day, I need to turn on/off the Personal Hotspot several times a day, 2. No icon for silent status icon - at top with battery etc 3. No option for current date to be shown as icon - at top with battery etc. (In ios 10, if there is a screen full of notifications, it is difficult to swipe across and reach the 'widget' page, where, if you set up a calendar, you can finally see the current date - this is ridiculous - I want to be able to pick my phone up and see the current date - I could do this ten years ago, and now with ios10, it is something complicated?! - I know the date is shown on the lock screen, - I am talking about once you are beyond that) 4. No ability to customize widgets - for example, if I want to go immediately to a particular email inbox - I cannot set up an icon/widget for this. If I want to have a particular person on 'speed dial' - I cannot assign an icon on my 'homescreen' so I can dial them easily. 5. No ability to customize led/flash for notifications etc etc etc Several years ago, when Google was making these and various other options available, it seemed that Apple was not doing so, specifically to keep its system simple enough for 'new adopters' to be able to use and enjoy the os. At that time it seemed it was aiming at the older generation, and/or people who had never used smart phones before etc. Right now however, it seems most people using a smartphone will have used one before. I cannot see any advantages to being restricted in this way. The examples above only show how I personally use a phone/device. The ability to customize it, simply and easily, to how an individual would use it everyday, would sure be a basic 'feature' in and of itself. I have owned every iphone since the first one, and also an android phone nearly every year since. There are always pros and cons for each. The one area where iphone seems lightyears behind is in the ability to tailor the phone to the user's 'use case'. I, and I am guessing, many users actually have limited use cases for a phone. I have only a few people I call everyday, but those people, I want to be able to pull my phone out of my pocket, and call them easly - for example by hiting an icon on the homescreen. I want to be able to quickly check my inbox, even if the last time I used my email account, I left the app at my outbox. etc etc etc Five years ago - this issue of customization (Google) vs 'we know best as we will give you simplicity and useability' (Apple) seemed relevant. However now, the oses have converged to such a degree - however now Apple offer an os that is complex - because it is simple only if your conform to their 'imagined' use case - if you don't - you have no way to choose some options to make the system simple for your own use case. So if you are like me - and you want to change your vpn setting several times a day - you have to click away several times - and if you want to call your beloved - you have to click away several times . The whole point of these devices is to add simplicity and value to your lives - I feel like my ios devices add complexity and frustration - I want to call somebody - I have to navigate - I want to change my vpn setting - I have to navigate - etc. I am no google 'lover' - I actually have all my devices in the apple ecosystem - watch, phone, laptop, ipad etc - however am now at a tipping point. It seems that the changes they make are no longer in my interests but in their interests. The next phone I buy, will let me choose what buttons appear on my home screen, and will let me call my wife with just one touch. I am very very curious why we apple users have accepted this situation. We have these amazing, beautiful computers/devices that can do such amazing things, but they cannot do the most simple things. We cannot take our iphone 6s plus out of our pockets, and change the vpn setting without navigating several settings. We cannot take the phone out of our pocket and choose what icons we see, and what functionality they have? Why? Because Apple knows best? Can anyone give me some reason to stick with apple at this point? I want a gadget in my pocket, that will let me tell it what to do, not a gadget that will tell me what to do. For my purposes, it seems, I can now buy the cheapest Chinese google phone - maybe for 100 bucks - that will enable me to do all the things I want, and have a fully functioning 'smartphone' that does much more - for what I want- than the top of the range latest iphone. What is going on? Are Apple so hellbent on controlling every aspect of their 'experience' that they won't let the user choose anything at all - that they would prefer to lose a user who just wants to choose a few basic aspects of their 'smartphone experience'?