I have no love for Apple, and I couldn't care less about their ecosystem (I'm more embedded in Google, but not too deep). I find myself reluctantly purchasing an Apple tablet purely because there's nothing better.
Last year I researched Windows tablets, and concluded that there was nothing worth consideration outside of the Surface lineup, but even those were buggy, had a high incidence of unacceptable backlight bleed, and the battery life didn't impress me. I'm also not a fan of Windows 10, but even crippled Windows is still infinitely more capable than these mobile OSes for my usage. I find Android frustratingly limiting, and IOS downright stifling. But in the absence of decent Windows hardware, those are my choices.
So with Android I wrote off everything that wasn't Nexus/Pixel (or maybe Samsung*) because of the abysmal state of update support/security in third party Android devices. Most Android users don't seem to appreciate what an advantage iOS has in this respect. *Samsung recently said something about taking updates more seriously, but IIRC they made the same promises in 2015, and even if they did get their act together on that front, I still wouldn't be buying their tablets. Why? They insist on using OLED, and Pentile OLED. As vehemently as I loathe LCD, I there's just no question that my tablet usage patterns are a recipe for OLED burn-in, and supposing a miracle was to happen and the oft-repeated cries of "burn-in is no longer an issue with this gen" were actually founded for once, I still wouldn't bite because I hate the Pentile sub-pixel array.
Nexus is gone, so for Android that leaves (or rather left) one device: the Pixel C, which looked like a decent device on paper. Ipad/Surface-like construction, increased pixel density etc. There seemed to be some software issues, but I never got to experience them because the tablet turned out to have crippling wifi issues (well reported on the Google forum, and by Anandtech), as well as some common QC issues like the "popping" screen. Now it looks like you can't buy Pixel Cs anymore (in my country at least).
Apple it is then. There's no iPad that really suits me. I wish they would ramp up the pixel density on the larger tabs. The Air 2's 260PPI is not transparent to my eyes. I could have sworn the "retina" spec was originally ~300PPI, so I'm not sure why they use that branding on these 9.7" devices, and even the 300PPI was based on 20/20 vision. There are plenty of people with >20/20 vision. Also what's the deal with the resurrection of these daft aspect ratios? I foundd 16:10 to be the perfect middle-ground. The restrictive OS drives me up the wall, but i'd sooner this than some insecure/out of date implementation of Android.
Thanks for the detailed response. Just for contrast, I am embedded in the Apple ecosystem, so an iPad makes the most sense for me. Nevertheless, the software limitations of iOS do bother me very much, so I have explored purchasing a tablet outside of the Apple ecosystem.
After much research reading many reviews, user forums, and such, I came to the same conclusion as you: the MS Surface sounds excellent on paper -- but the reality is unacceptably short battery life (at 5 hours, why bother to call it a tablet?! a base function should be portability...and requiring power mains undoes that), many software and some hardware bugs which took MS a long time to address, and then there is for me the drawback of using Windows. Which I would have done if at least the battery life had been a
REAL 10 hours or more.
I routinely get 12 - 14 hours battery life out of my iPad (9.7 Air 1). Yes, that is due to keeping my screen at 50% or less -- but that suits me fine as long as I don't have to use the tablet outdoors (which I occasionally do). I love that I can easily go a full day, including a day of travel (airplanes, trains, cars) and not have to worry about power!
The promise of the MS Surface tablet was that (if it had a true 10 hour battery life) I could have used it in place of my Macbook Pro on trips in order to use programs like Photoshop and InDesign (and anything else incompatible with iOS; and yes, I know there is PS for iOS - it is not the same; and there's no ID, and highly unlikely ever to be an iOS version). I was really excited for the possibilities of a great Windows tablet.
As for Android, it is an ongoing parade of security failures and stagnant, outdated software due to manufacturers just not caring about being au courant with the latest iterations. Apparently they don't feel there is any financial incentive to update their software -- after all, if consumers keep purchasing Android devices, they must be ok with it, right? At least, that's how I imagine the discussions go in the boardrooms at Samsung and the others. Google does have its own product lines - which come and go without predictability - Nexus (discontinued??), Pixel (?? discontinued); and often have both significant hardware
and software problems. The Pixel C looked fantastic - it was beautifully designed - but performed poorly, and I believe many problems were
never addressed. No thanks! Then there are the inferior software offerings, mostly not optimized for Android tablets.
So, as much as I do appreciate that Apple needs the competition to push them to evolve the iPad into a stronger, more capable device, and iOS into something more powerful as well, so far we're only hearing hints of that happening, and I believe that is mostly due to the fact the Apple still owns the tablet market. We can discount the nameless Chinese brands as real competition - Apple will only consider true competition as products selling within the same price categories. What is the point in worrying about $200 Chinese tablets? I would not be concerned either.
I do believe that Apple will improve the iPad...slowly. There is little impetus for them to act quickly, and as I think we have seen with the most recent Apple computer releases (and lack thereof for long periods of time, until the recent laptop updates), Apple management really does seem to have trouble focusing on multiple product category improvements simultaneously. Which is amazing for a billion dollar company!