Tell me about it. It has been a really long time since Apple actually innovated in anything.
But for me, it's mainly about the ecosystem and the familiarisation of the UI. I've tried switching to Android on 3 separate occasions and each time, I find myself switching back.
Plus, aside from my iPhone, I have a MacBook Air, an iPad Pro, an Apple TV, an Apple Watch, and two AirPods (one normal, one Pro) so I'm definitely deeply embedded into the Apple ecosystem and everything just moves seamlessly between each device.
I'll definitely be sticking with Apple products but I really do hope for some innovation in their future products.