Cherry-picked. There are phones without ads or bloat. And, given the incompatibility between facetime/iMessage and apps standardized across all other platforms, I consider these to be bloat.

User friendly design. Nice user experience.

Subjective. I support a number of family members whose grandkids suggested iPhones. Whether it's swooshing, skootching, swiping, tapping or banging it against a guardrail, I haven't learned and they can't remember how to bring up the main app screen now that the functional button was removed -- like, none of them. I'm just here to fix their email passwords, and I leave the UX issues to said grandkids.