I totally feel you're pain on that. I have been mulling over the latest Samsung offer for the Note 20, but the Apple ecosystem has me asking myself questions like "what about you're Apple Music subscription, what about all the movies and TV shows you have brought over the years, what about this and what about that" Apple really do tie you into their ecosystem, it's a brilliant business model.
For me the iPhone 12 is just not enough, the design is that of the 5 (yes a lot of people like it but I think it's going backwards). The camera on the 12 Pro looks really good, but for the everyday user it's not going to be used that much or for major photography.
Yet the Note 20 Ultra has a great design that puts the notch (I don't have an issue with the notch) to shame.