I wouldn't say people really buy iPhones for innovation. I'm saying this because I don't and all my friends don't either. Everyone knows Samsungs are ahead of the game when it comes to tech. iPhone is a lot more reliable and the OS feels WAY cleaner. I had the Samsung s8 plus for a week because I fell for its beautiful looks awesome specs. After using it for 2 days it got on my nerves and I just didn't like it at all.. That being said everyone has they're own opinion. I have had every Samsung and always end up switching back to iPhone... it must mean something ;)