Accessibility comes to mind. Apple's investment in accessibility cannot be explained through bean counting.
3.2 million people visually impaired in 2015, 8.2 with vision problems, in the US alone, trend hard upwards.
[1] https://www.nih.gov/news-events/news-releases/visual-impairm...
If Android ever becomes as good at accessibility he told me he'd switch in a heart beat. But, the fact that Apple is so good gives him a lot of brand loyalty and he invests in the newest iPhone on release.