I'm old enough to remember when this was standard. Before smartphones almost all cellphones were bought through carriers and came pre-loaded with a bunch of carrier crapware (often unremovable). One of the best things about the first iPhone was that Apple retained control of the pre-installed apps and AT&T was not allowed to put a bunch of their own garbage on it. 12 years later the lack of crapware remains a key differentiator for iPhones. But what's most surprising is that in an industry where everyone seems keen to copy even Apple's worst ideas (no headphone jack, notches) only a few are copying some of their best.