For me it’s less about the actual phone than about google and the fact that I have to let them track me in every aspect of my virtual life for their voice assistant and other things to work properly. I suppose Apple collects stuff on me too, but I feel less exposed in the Apple ecosystem since I have turned off all google tracking and can still use Siri. That said, nothing about 8 or x excites me enough. Just got the 7+ and I’m good for a while.