And why not?
"How galling it must be to be an Android ODM and cram in interesting new features, only for punters to flood back to Apple, for doing the same thing it’s always done"
There's a lesson there though. How annoying is it when you have been happily using something without any particular problems, then the manufacturer makes rampant changes to the UI just because fashion, or bling, or differentiation or whatever?
As a customer you would much rather they devoted their efforts to fixing actual bugs, or making your thing play nice with other things, but no. They have to reinvent stuff and you have to learn it all again.
I don't have an iPhone and there are many things I could criticise Apple for - but this isn't one of them.