that's the thing though, they haven't been pushing the envelope much.
a lot of their "new" features they debut have been already on android for quite a while. They only FINALLY allowed "night-shift" after banning FLUX from the app store (it's a big deal for someone that already has a circadian disorder, me, and takes meds for it)
The closed system has its advantages, but after playing with the new android stuff I'm finally really truly impressed.
I haven't been won over by windows yet, but I haven't played with their newest version either. The new ios versions aren't that reliable either, I have crashes using basic apps all the time, and I can't use any adblocker, which makes browsing some automotive and moto sites intolerable.
all that and my family just told me they got me an apple watch for my birthday.

I told them before they got me it that I don't even know what I'd do with it. Much rather have a Garmin Fenix or something GPS for running (suunto) that works without draining phone battery.
I'm down to be swayed, but the rest of the industry is starting to catch up in terms of UX. It's not solely apple's domain anymore. Everyone has a UX department, now.