Customization is the main draw for Android Phones, particularly Samsung Phones as Samsung is leading the Theme game at least to me. Right now, I'm rocking a Google Pixel, but Google offers decent enough customization options that I don't miss Samsung phones terribly much. The second thing is that I dislike Apple's Walled Garden with passion. I'll recommend their phones to people based on their needs; Personally, I will never own an iOS Device. The lack of customization of icons and the like is a hard pass from me.