The walls of Apple’s garden are tumbling down https://www.theverge.com/24141929/apple-iphone-imessage-antitrust-dma-lock-in
Apple has a vested interest in keeping us believing that the brand name on your phone matters.
IMO, it's entirely because of apple that it does matter - do I want the one brand that's a locked down proprietary POS and ties me to an ecosystem of a company I want nothing to do with, has a UI that still feels straight out of 2010 (still no haptic feedback? come on... or the desktop cluttered with more icons than a boomer's WinXP box...), etc or do I want a normal phone that does what I expect it to?