I definitely think this is true. For a lot of people — especially older, less tech-savvy, or dedicated Apple users — “iPhone” and “smartphone” are basically synonymous, and they don’t bother looking elsewhere. However, for these people, an iPhone is probably the best choice for them due to ease of use, integration with other Apple products, and the HUGE factor of Apple stores for instruction and support. In that sense, I think the question of what is the “best” phone extends way beyond specs and even price. I’m glad the Pixel phones are out there, especially since they solve the persistent issue of getting timely Android updates, which to me is a real dealbreaker for 99% of Android phones. But is a Pixel really the “best” phone if it doesn’t integrate well with your laptop, or not at all with your Apple Watch, or all of your friends and family are on iMessage? Is it “best” if an iPhone app you love isn’t available on Google Play? And is it “best” if you have nowhere to go and no one to talk to if you’re having trouble with your phone or want to better learn how to use it? Then “best” becomes a lot more subjective.