It is a whole package that creates a different experience. And customers are not one thing. There are different stuff that different groups may prioritise, and

It is a whole package that creates a different experience. And customers are not one thing. There are different stuff that different groups may prioritise, and not all care about "better screen". For example, people may go for lower resolution screens because they prioritise batteries. And cameras nowadays are much more than purely hardware. Having better processing hardware and OS results in a phone that can last better and longer for instance, and this is a strength of iphones.