I tried a few of the earliest smart phones when they first came out and they were pretty horrible to say the least. Ugly, difficult to use etc. When iPhone was announced, it just looked and sounded so awesome. I was an early adopter and found it very useable and not frustrating like the other smartphones I had tried. A big bonus was also having a built-in iPod! In those days, I was also carting around either an iPod classic or a nano. Having everything in one device, and the fact that I was already using a Mac, made operation simple and seamless. While I have never tried Android or Windows phones, the handsets and software just look horrible to me. I am a sucker for good product and software aesthetics. For the most part, Apple has good taste and I appreciate their attention to design details.