Maybe the marketing and “coolness” is what initially attracts them but once they try it they stay because of the user experience.

I had a non-technical friend with an Android phone (full of malware btw). She didn’t care about Apple, never used any of their products nor need it for the “social status” or anything (her friends are all on WhatsApp so no issues with iMessage). I gave her an old iPhone 7 to try out, a couple weeks later she would never consider going back to Android ever.