Preface: I have a Macbook, iPad, iPhone, and Apple watch. I have been a diehard Apple Fanboy since 2008. I had an iPhone as my groom cake when I got married in 2010. I've always felt that Apple products (in particular, iPhone) are ahead of the competition on an objective level. Around 3 years ago I started to feel that the competition had essentially caught up and the differences between them were minimal and that preference was subjective. I still preferred Apple for ease of use, simplicity, and of course the ecosystem that I'd already bought into. Bringing us to today. I would still say that the competition is neck and neck with Apple... but I don't know that I can hide from the writing on the wall. Apple won't win the future. I see Google as the most likely winner (however I think Amazon has a fighting chance). It's the Pixel phone (and Google Assistant) that has been the straw that broke the camels back, in my eyes. This isn't just relating to smartphones, but the future of technology as a whole. -Android has caught up (arguable surpassed) iOS. -Android hardware has caught up (arguably surpassed) iPhone -Pixel provides a premium product with sw/hw synergy with stock android and immediate updates just like iPhone has been enjoying -Google has always been much better with services -Google's data gathering will always be able to provide more useful personalized information -Google is much better positioned to win the AI battle, which I believe to be the most important thing in the future -Google will likely be able to provide better pricing since their monetization strategy relies on people using their products, not buying them I just believe that Google overall is so much better positioned for providing a better value proposition going forward. Apple is a product company. They will be able to provide expensive, well designed, products that are easy to use, but not nearly as functional. It's arguable that this has been the case for a while, but I feel that it's just getting harder and harder to ignore it... I won't be switching to anything right now, but I'll be trying to hold off on buying anything Apple for at least a year or two, and then I just might switch my entire ecosystem.