I know android users like to customize their phones and make it their own. For me, though, it is the simplistic nature of iOS. I do wish Apple would let users customize their software to a certain extent more than they allow and I really, really wish Apple would add in screen fingerprint scanning to their phones. Those are literally the only two things I wish Apple would invest more time and energy into. Other than those, it is the consistent updates, the simple software, the mostly reliability among my reasons for sticking with iOS.