Apple

I use both the 15 pro and the Galaxy S23U. Prefer samsung as it has more customizable UI and various multitasking features. I can make my phone look and behave the way it's most comfortable for me to use. It's basically a computer in my hand.

iPhone is my work phone and would only recommend to someone who wants a basic phone which does all that a generic smartphone should do (and apple is very good at doing these things) and is not too techy. iPhones UI is smooth, has good battery backup, has great camera and everything that an average joe would need. All these are also true with any android nowadays but an average user won't use all the features anyways and might confuse some non techy people.