Selective quality. There were most-expensive-on-the-market-yet-worst-quality fraying cables that my 1$ usb cables from aliexpress could run circles around long after those were discarded (or not, my mother-in-law still carries one around, I guess to remind everyone how crappy engineering looks like). Bending phones (was it 6?). Also some nefarious moves like slowing down older phones.
Every manufacturer has these blops. Yet very few (more like none) have such fanatical crowd of followers who uncritically accept everything and keep peddling the same 'apple is quality, above others, better than google on privacy' and similar wishful thinking/lies. They just have better PR department is all I see, the rest is just another HW/SW company who charge premium.
Its nothing new, other businesses figured this long ago. You can have a normal decent handbag, or have louis vuitton / hermes one. It will cost you 10x (or 100x) more. Its often hand-made quality. Many women love them. Most guys are looking on this in same way we would look on... mentally underdeveloped. Yet the market exists and its booming. And nobody is arguing Hermes doesn't bring higher quality than regular brand.
Coming back to your claims, apple rarely truly innovates these days and technologically its behind most manufacturers (low res cameras producing pleasing but over-processed pics that have colors far from reality, battery charging on level of basic 2016 phones, screen is OK but definitely not top of the market, bluetooth implementation is beyond pathetic for such a manufacturer, literally everybody on the market has it better). They take over others ideas that work and improve them. Which is fine but not the stellar behavior I would expect from 3TN company having 1 centerpiece product.