Winning on simplicity
And that's the source of the problem.
Packed with bags of tricks, phones have become way too complicated for many people to use.
In some cases it's because these custom features work only some of the time. In other cases, you're confronted with too many ways to do similar things.
As much as Apple can be criticised for exerting control over what goes on its iPhones, it wins on simplicity.
There are no competing agendas - just Apple's.