For general consumers, the Apple ecosystem beyond just messaging is a legitimate reason. It’s not just messaging, it’s handoff of your browser from your phone to your tablet to your laptop so you can easily keep reading a website even if you swap devices. It’s Apple Pay. It’s Apple Music. Sure, there are Android apps for all of those things, but you have to spend time picking each app and setting it up. Starting a new Apple product is an entirely different experience.
It’s decent hardware and a consistent experience- sure, there have been misses, and sometimes there are non-Apple products that are better. But there is no other single company that offers a competitive watch, tablet, laptop, and phone. Not everyone needs this, which is why basically 50% of people aren’t in the Apple ecosystem. But it’s a legitimate draw for many people. And make sure that you don’t fall in the trap of thinking “just because Apple products aren’t right for me, then everyone that uses them must be an idiot.” You pay for the convenience, but for many people that is worth it, and the fact that not every Apple product is #1 is okay. Basically every Apple product line has something in the top 3.
Apple is like the Disney of the tech world- there are other companies that make good movies, and there are other companies with cruise lines and theme parks, but nobody else that does all that. They stand alone in terms of their breadth and consistency.