Agreed. Also their hardware and software integration, long term support, and battery when compared to other flagship phones, although the s23 seems to be on par with iPhones this time around.
Anecdotally, I have to say iPhone seems to have terrible battery life. My wife and several friends all have had the last few iPhones and they seem to be charging their phones all the time. At least every night but often during the day as well. My Samsung Galaxy Note 10+ was amazing. Like 1.5 days of battery. Then I got my Google Pixel 6 Pro and 7 Pro and it blew my mind. I go 2+ days on a charge no problem.
I suppose to be fair I use my phone more like I did my BlackBerry back in the day, whereas they all use TikTok and stuff fairly frequently.