Dude in my Calc 2 class just bitched about iPhones having "shitty software" referencing that bug from around ~6 years ago, when a specific iMessage text would reboot your phone. IMO, 99% of what Apple does well is software. UI is subjective, but final cut pro is unbelievable in terms of functionality for its price, their software is so well optimized that iPhones have been able to use comparably tiny batteries and still compete. They are consistent throughout their company with software design, while companies like Google are so stratified it took years before their material design had been implemented in all their services, there are still a few that aren't (not to mention the meme of Google killing off all their projects). I hate tablets, but the iPad pro has the best software/hardware implementation of any I've ever seen. Apple's interconnectivity between devices is unbelievable, whether it's Continuity features or the setup process just recognizing group devices around and pulling data to create consistent account info and saving you taps. Siri is shit, but apart from that their software isn't bad enough that you should complain about that instead of...

Their Macs are fucking pressure-cookers, and their fuckin marketing department is like a different company all-together, and their anti-fix-it-yourself policies are so user hostile that they're toe-to-toe with being as abusive to customers as Oracle.

TL;DR the biggest scam Apple has pulled off is not that the sheep still think Android and PC users are living in 2010, but they've convinced the sheep that they know what shitty software is. At that point they're too many levels deep and there is no red-pill strong enough for them.