There is no doubt that Apple currently is one of the best if not the best cell phone companies in the world along with Samsung.
I have bought an Apple I phone 6s plus last month and have been using it as my regular phone since then.
The phone so far has given me nothing else but pleasure. The ios 9 is so easy and smooth to use that you never feel irritated while carrying out a task. The phone now comes with a bigger RAM which enables it to display high end graphics and run heavy games smoothly.
The 3d touch feature, live images, 4K video recording, optical image stabilisation are some of the features which I love and use a lot on this phone. The battery life although appears less on paper, pumps out enough to last an entire day for an average user. The looks of the phone with its aluminum casing looks very premium to see and hold. The only downside I see is the pricing, if you can afford it you should go for it and you wont be disappointed.
All in all its a high class top end phone which feels good to hold and use. It ditches all the useless features like the heartrate monitor etc and provides a great experience to the user.