The thing is back when Steve Jobs ran apple, he never let up. Think back to when the iPhone 4 was out. No other phone at the time had a screen that good. No other phone had a camera as good. No other phone used premium materials. No other phone ran as smoothly. No other phone integrated the front facing camera as well as it did. No other phone offered a way to shoot, edit, and export videos the way the iPhone did. No other phone had video calls as smartly integrated. And only phones significantly larger offered better battery life. It was head and shoulders ahead of everyone else in several categories at the time.
Now? Every phone is as well built. Every phone has a screen that's at least as good. Every phone offers a camera at least as good. The only area apple is significantly better in is customer support. But in just about every other aspect the competition has caught up.
Now does this mean apple can't compete? Of course not. They still offer great services, a great ecosystem, and one of a kind customer service with a phone that's still among the best. But it's no longer in a class by itself, and that's what we miss that we hope comes back. Because apple has the talent, the clout, and the money to be the only front runner again, the question is if they will.
It's funny, because I used to pick on Samsung the same way a couple years back, about their oversaturated pentile displays, over bloated lagging software, and cheap plastic build. And people always came to their defense because they were the number 1 android oem and selling as well as the iPhone. It took a couple of down years for Samsung to wake up and make the phones we all knew they were capable of, and look at the caliber of phones they're releasing now.
Apple has it in them, the question is will they do it now while they're still selling like crazy, or will it take a down year or 2 to light their fire.