The Lutron Caseta is my go-to standard for lights. It’s easy to get up and running. It’s blends into the house and it’s supports a lot of other partners so I’m not worried about moving to another SmartHome ecosystem if I decide I don’t like what Apple HomeKit is doing.
Apple HomeKit was the logical place for me to start. I’m sure the other systems are great and I might investigate more in time. But HomeKit is where I started looking.