Did you read the reviews of the new iPhones? There are a few things in the Anandtech review that caught my eye:
https://www.anandtech.com/show/13392/the-iphone-xs-xs-max-review-unveiling-the-silicon-secrets
You have to ignore the bias, especially now that Anand works at Apple and works on those phones himself, so many of the quality issues and problematic areas (such as the modem issues) were conveniently skipped.
But there's no way for such bias to affect the detailed tests that are there. Particularly the detailed tests for their newest chips, which I was incredibly surprised with:
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I was surprised because even Apple's marketing team fails to convey what they did. They mentioned "15% more performance" in their marketing material, which is a joke considering how overeager they usually were, and how they fell off now considering what they have on their hands with these chips.
In the Android camp, the highest performance scores are usually achieved by phones that burn through the battery within an hour or two (One Plus, LG and Huawei) just to get that extra edge in benchmarks over the perfectly balanced Snapdragon chips that Samsung or Sony tune for efficiency (just a bit less performance at much lower power drains = makes much more sense on a mobile device).
But the new Apple chips are something else. They perform much better than anyone else while being impressively efficient. There's just no way around the fact that they just perform amazingly well and are now probably several generations ahead of their competitors. Heck, the jump between their merely competitive chips in the iPhone X/8 and these is beyond revolutionary.
Surely the new 7nm process helped them a lot, considering on Android camp the 7nm chips will only come with the Galaxy S10. That said, Apple also grew to become an incredibly impressive SOC manufacturer both in terms of the CPU, GPU and memory subsystems. They were very good during the last few generations, but this time, they are so excellent that they are ahead of everyone else in all regards.
To put it into perspective, I know those chips are much simpler than what Intel or AMD chips are, and you can't compare them directly, but for simple tasks at low power, Apple smartphone chips now perform better than Intel's best low power chips that go into laptops.
Sure, Intel or AMD chips scale well to higher power levels (laptops, desktops, servers) which ARM chips just can't do, but in their own space, Apple isn't getting enough credit for how amazing their work in that area is.
They are miles ahead of all other ARM chip designers like Qualcomm or Samsung, and surely it's their biggest technological asset.
I mentioned that the Anandtech review didn't mention the known problematic areas with the phones themselves, such as the modems (they were not tested). Apart from mentioning (yet underplaying) the fact the display relies on low-frequency PWM (flickering) and that the cameras simply aren't up to par with Samsung or OnePlus/Oppo, they actually discovered one new serious issue with the phones:
"I was completely unable to complete a single run on either the iPhone XS or XS Max while the devices were cool. If the device is cool enough, the GPU will boost to such high performance states that it will actually crash. I was consistently able to reproduce this over and over again. I attempted to measure power during this test, and the platform had instantaneous average power of 7-8 watts, figures above this which I suspect weren’t recorded by my measurement methodology. For the GPU to crash, it means that the power delivery is failing to deliver the necessary transient currents during operation and we’ll see a voltage dip that corrupts the GPU."
So the iPhones do have several quality issues that would prevent me from recommending them to anyone. I think Apple lost their touch in terms of making quality products and marketing.
That said, I just wanted to point out how great the Apple chips are. I was very impressed, and they far exceeded my expectations, especially since nobody, including themselves, is giving them the cred they deserve. With the gains they are making, and consider how far ahead of everyone else they are, they have an industry leading engineering division that makes those chips that's far superior to everyone else's.