Apple, how difficult is it to add merge contacts on iPhone?

One of my friends asked for my help with his new iPhone. Being new in the Apple ecosystem, he had difficulties merging the duplicated contacts. I was surprised when I found out that on iOS, you can’t do that automatically.

I had to sync his contacts with my MacBook. Use the Look for Duplicates functionality and sync it back on his iPhone.

Dear Apple, not everyone has all your devices, and it's annoying buying a $1000 phone and a simple process like it needs to be done using multiple devices. How difficult could it be to add this in iOS also?