"Little is known of the iPhone Killer. Having never been seen in person, it is impossible to describe its appearance, nor has it even been proven to truly exist. There are many versions of the Legend of the iPhone Killer, each of which is wildly varied from the last. However, each and every version agrees that it is coming in a few months."
As it turns out, this is largely correct. The fabled iPhone killer is not unlike a mythical creature -- fascinating to think and talk about, but with no real proof of its existence.
Apple unveiled the first generation iPhone in January 2007. Back then, normally there would be a gap of 2 to 3 months after a phone's launch before a rival would would announce plans to launch a competing product. During that period, users and reviewers would have had the time to use and give their verdict on a phone. But such was the hype around Apple's iPhone that within a mere two weeks of its launch, rivals Samsung and LG were announcing plans to make their "killer" versions of the phone.
The iPhone has always been owner's pride and neighbour's envy. Sure, iPhone has hardly ever been the phone with the best specification, but Apple's value as a brand which delivers premium product and experience has never been doubted. The criticism aimed at the iPhone has always been about specific modules such as lack of Bluetooth, the number of apps, RAM size, and megapixels in the camera.
Sure, it is fair to compare your product to one of the best smartphones of the generation. Your phone might have some superior features compared to the iPhone and that's a great thing. But that doesn't really add up to making the whole package (your smartphone) as good or better than the iPhone.
One reason the iPhone is so popular is that it has been in a tightly bound system, with the operating system on the phone. Most of the features work seamlessly. Across generations and newer iterations, some things have stayed constant. And the major changes have been done over the iterations so that users never feel at sea. There has always been the assurance of picking up an iPhone and figuring things out in minutes. (Advanced options and settings can always be learnt over time.)
A lot of companies such as OnePlus with OnePlus One and 2, Xiaomi with Mi-series have claimed the iPhone Killer crown in recent times. Other companies such as Asus and Huawei have tried too. But if at all there have been real iPhone killers lurking around all these years, they have failed to 'assassinate' it. Apple is running stronger than ever.