Saying Apple is for the masses is sort of silly, isn't it? With close to 90% Android market share, your comment almost makes no sense at all.

By definition, the masses use Android.

There are only so many ways to design a phone, so innovation has to come on the software side and the ability to play nice with other products. Apple has virtually perfected that with MacOS, iOS, WatchOS, and TVOS.

The google Play store is still the wild west with regards to malware and what they allow in, which is why I will never go back. I'll take less customization, better security, and an app store virtually free of malware infected apps any day.

Samsung makes some great phones with incredible specs, but in the end it is like having a luxury car with a really crappy engine. I had high hopes for Tizen, since Samsung has such a huge following, but apparently, it needs a lot of work.