The iPhone 18 Pro proves that Android’s biggest problem has nothing to do with hardware

Android manufacturers need to learn how to tell a story. The iPhone 18 Pro proves that Android’s biggest problem has nothing to do with hardware. And while waiting in line for Apple’s latest doesn’t have the same appeal it did in 2007, something about the iPhone still gets people out in droves.

I can always sense the frustration of Android users who look over and see the attention the iPhone gets. I ranked the Galaxy S26 Ultra ahead of the iPhone 17 Pro Max, and Google’s done a solid job with the Pixel 11 Pro XL. Google and Samsung, along with other Android manufacturers, have closed the gap with the iPhone.

Hardware improvements and better software have made Android a legitimate alternative to iOS devices. Still, Apple maintains its dominance because it does one thing better than anyone else: it tells a story.