Since your very anti Apple post (Android fanboy obviously) was posted on a Macrumors forum, I'll take the opportunity to answer this as an... Apple fanboy.
I didn't even consider the competition because I've used the competition - every year or two I make a point to use an Android phone for a day or two to make sure I'm making the right decision for myself.
So my thought process was:
I owned the 6+. Loved that phone, but the 1GB of ram was getting old, I'd go to Hangouts, talk, then open another app, then by the time I'd go back to hangouts a reload was necessary.
6s+ had the faster CPU and more ram and a rear camera mp bump from 8 to 12 MP. As someone who takes many many photos, this was important to me. The CPU difference between the A8 and A9 was very noticeable for me.
I then went to the 8+ because of the two cameras (telephoto lens). The camera was the main reason but the extra gig of ram wasn't bad either. The increase of storage to 256GB was of interest to me as well.
I was intending on keeping this phone for 2-3 years but when the Xs MAX was introduced I went with that phone because of the 512 GB storage (I could finally put my entire photo library on my phone) - OLED screen - reading on this has been amazing - I read books and books on my phone. I love it. (1920 x 1080 vs 2688 x 1242). The 4GB of ram interested me for future proofing, but more was the IS on the telephoto lens and an f stop of 2.4 on the telephoto vs the 8+'s 2.8 and no IS (just on wide angle).
Yeah the price is a bit painful, but my wife and I will be keeping our phones for 3 years easy. We normally do 2 as we have for our last phones (6+, 6s+). 8+ was only 1 year.
An impulse buy? I use my phone for hours every day. I read books on it. I used to take thousands of photos a month on it (getting older with less time now). I communicate with family on it. It is a huge part of my life as well as my family's lives.
To be honest even if said feature was on an android phone it doesn’t run iOS and can’t be used in an ecosystem which is as good as Apple’s. So when I made my purchasing decisions a new feature did not have to be exclusive to the iPhone.
6 plus - This was the year I switched back to Apple. I came back for the larger display, 1080p screen, 128GB of internal storage and battery life. I also wanted the Apple Watch after seeing it unveiled at the keynote. Also wanted Apple Pay. Yes google wallet had been out for years but it was half baked. Apple Pay seemed like the real deal.
6S plus - Better camera and 3D Touch. Wanted a non black phone.
After having the phone I realised that having 2GB of ram made a huge difference in performance.
7 plus - Dual lens camera, wider colour gamut, water resistance, stereo speakers. I wanted rose gold.
X- OLED and higher resolution display. Face ID, new design, improved rear facing camera. 256 GB storage.
XS Max - Bigger display, camera improvements, improved speakers.
Most of these features were available on android phones but those phones didn’t run iOS so it didn’t matter that they were not ground breaking.
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Sorry, none of those would make me switch or try an android device. You have anything else more impressive?
I’ve used the S-pen, it’s useful and I would like pencil support but it’s not enough to make me switch.
I’ve tried variable aperture and the super slow motion and they are not that good. The camera on my XS max is better than the camera on the S9 plus I had. Even my X had a better camera so I wouldn’t switch for those.
The night mode is silly imo because it makes the photo look very unrealistic.
The call screening thing is disappointing considering that the google Assistant can do a lot more.
I don’t think that list is very good. Apart from the S-pen I don’t care about any of them.
Features I like on android devices are:
S-pen
Dex
Google Assistant
In screen fingerprint sensor
Split screen apps
Trusted devices/places
Ability to wirelessly charge another device from your phone
Virtual reality headsets
Triple lens camera
Faster wireless charging
Higher resolution displays
Customisation
More control over your device
However they are not enough to make me switch but I wish Apple would implement some of them.