>Edit: also three colleagues bought iPhone 15 Pro phones this time round after Samsung last time. Don’t know what happened there but you don’t make a switch like that unless you dislike what you had that bad.
Samsung got rid of all the things that made their devices different (micro sd card, headphone jack, MST, IR blaster, etc) and then changed the design of the phone to look more like an iPhone. Software also has been moving that direction. There's nothing special or unique with main Samsung flagship phones anymore (with exception of s-pen and folding phones). So by jumping to Apple you aren't losing much in terms of hardware if anything.
On the other hand iPhone have been adding more customization features things like widgets on the home screen and allowing to change the defaults to make it more like Android.