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I think for a while it was because they had a superior user experience that would compound with the more Apple products you acquired.

That, combined with sleek marketing and a good eye for product design, and building what was the best smartphone by far (IMO) in the world at the time it was first released, snowballed into Apple becoming the behomoth it is today.

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I remember in 2018 they didn't have widgets, had like 3 different apps that had bugs, the swiping was slow after disabling animations, and everyday I was told I had to update.

Great quality.

And in 2018 the Pixel 2 was the Android flagship with 3 years of updates promised, with a Snapdragon 835 that was half the single thread speed of the corresponding A11 and slower in multicore with two extra cores.

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