I think the general buzz and hype that came with every new iPhone has fizzled. Times change, iPhones are no longer the device that feel more premium than other smartphones phones. There are now phones that simply feel and look more premium and higher end than iPhones. I've purchased 2 Note 10+ at $1500 each. I just can't imagine spending that much for an iPhone now. Not after the experience of using a Note. Not a chance. It even seems there's weaker demand for the new iPhones.
https://www.phonearena.com/news/Demand-for-new-iPhones-is-weaker-than-normal_id118947
I love my Note 10+. In fact, I'm posting from it. It's in a class by itself. And Apple probably did lose some customers to Android during their years of coasting on the same iPhone 6 design and iOS malaise. I know I strayed to Android due to that.
And Apple lost still more customers in markets outside of the US due to their high prices interacting with local economic conditions.
But I think, judging from the comments on this board, another strong possibility is that people aren't switching away from iOS, but just hanging onto their iPhones longer.
As much as I love my Note, my time on Android has shown me the strengths and weaknesses of both platforms. Apple still has some key strengths in iOS. I'm seeing signs of life coming from them again. Signs they're waking up and getting hungry for my business again.
I guess I'll find out when my 11 Pro gets here. It's joined the "preparing to ship" crowd and I am still excited after all these years.
Yes, the changes are incremental, but if we are being honest, Samsung customers have the same complaints. And other competitors may excel in a couple of aspects like Google's computational photography, and Huawei's advanced zooming, but don't maintain high standards overall. I know, my family owns these devices as well.