Firt of all this brand is owsam .thair hardwere thoghness is verry high.than come to softwere is one of best. What about design! Realy can explane apple design , it is best of the entire world.( 1) -ios 10- most smooth system and the speed of operating of phone is buttery.( 2) camera- fastest camera above all other brands camera . Quick focuse on object.slomotion is very smooth and perfect. And color of camera is verry perfect.( 3) -seacurity-fingerprint scanner-on of best I dont say than it is best , other have also best scanner.and .( 4) -design-mostly faverable design and music system is best of world.