iPhones are the Starbucks of phones. They were sort of novel and better than competition for a few years after launch maybe, became a status symbol, and then all the people who bought in stuck around while it became a bit old hat and uninteresting while paying the price that it was when it was still cool. If I want a capable rectangle, there are plenty of options now that are better and cheaper and more reliable. iOS and iPhones and just fine if you don't care, just like Starbucks is fine if you don't drink black coffee or have no options