After using Apple iPhones for a number of years my preference is now Samsung.
Daily Driver > Samsung Galaxy s²² Ultra 256Gb in Phantom Black.
The advice I offer is my own and does not represent Samsung’s position.
I have no affiliation with Samsung.
Samsung for me for much the same reasons mentioned in terms of innovation, customisation and functionality and flexibility due to the open nature. Whist many Android devices have these advantages for me Samsung generally appeals on terms of quality and design, though there are issues at times- more on software side. I am speaking as someone who used iphones in the past. You would though I imagine get different perspectives on an Apple forum 😉.
See here for independent source on Best Smartphones, though still subjective. https://www.expertreviews.co.uk/mobile-phones/1413953/best-smartphone
I do not work for Samsung or make Samsung Products but provide independent advice and valuable contributions.
My Device- S21 Ultra 5G ( SM-998B/DS ) CSC= BTU , 12GB/256GB
One Ui 4.0,Android 12 Official Version.