I think Apple really are playing catch-up. The notch is an example of that - they didn't get to the bezeless design first, so they've had to be different and so have this notch (if they had been first, I'm sure they'd not have it - they'd have a design more like the S8).
They were late to OLED to trotted out this line that OLEDs weren't good enough. Even with the iPhone X they're saying it's the first OLED that meets their specs, which is rubbish.
So I think Apple, rather than creating the perfect phone, are purposefully ignoring technology that would make it better, purely because Android phones got there first. I'm surprised they conceded on wireless charging - especially after saying it was pointless a few years ago.