First, it's not that easy. But also, historically Apple was really much better at design for a long period. But i think some competitors have learned that skill

First, it's not that easy. But also, historically Apple was really much better at design for a long period. But i think some competitors have learned that skill, sometime after the iPhone and the app revolution. And furthermore, Apple had unique wealthy user base, somewhat locked(songs,apps,messaging) and stronger marketing power than others and we're a strong status symbol, and that allowed them to things that others could not - like selling expensive phones,build great app ecosystems, getting content rights, and selling expensive watches.