Apple does make decent products, it's not that they are bad but it's expensive. You can get more value for your money by buying an android phone. I like Samsung more than Apple. Nowadays you also have a lot of good Chinese brands like Huawei and Xiaomi.
When comparing 3 modern smartphones: Apple iphone xs (https://amzn.to/2GnDsG6) , Samsung galaxy s9 (https://amzn.to/2SpL69u) and xiaomi mi 8 (https://amzn.to/2Wz4DDI) the last phone from Xiaomi certainly wins. You get a better battery and more ram for even less money.
I used to buy Samsung phones but my next one is going to be a Xiaomi.