1. Simplicity. I only have to think or worry about upgrade once a year. And even then there are only two choices. With other makers you are constantly deciding if you should upgrade to the flavor of the month. 2. Finance. Since 2009 when I first got a 3GS, I have yet to pay for an upgrade. I always sell the older models on eBay to pay my upgrade fee (just sold my older iPhone for $305 on eBay which pays for my new iPhone 6. My non-Apple friends are blown away at the resale value of iPhones. 3. Service. I know that I can return the product easily in the first two weeks and get warranty in the first year. In the 51st week of owning my iPhone 4, the home button started getting wanky. Took it in to the Apple Store and the Genius messed with it for a few minutes then walked right back out with a brand new (probably refurbished) iphone 4. I didn't even have to fill out paperwork. He also gave me a new bumper (mine was falling apart). That was cool to get the warranty when it expired in less than a week. 4. Quality. The above statement shows that all their products are not lifelong. But other than that wanky home button (which could have even been my fault who knows) all my iPhones have been flawless and functioning. I love the packaging and the materials used to build each subsequent model. 5. Apps. They are there. I have over a thousand of them (about 500 stay on the phone as I do a monthly culling and delete the ones I never use). People from other platforms are always impressed with apple apps and are usually frustrated when they can't access them. I love the quality and quantity available to the iPhone. 6. Continuity. I love that my iPhone works in such great conjunction with my iPad and MacBook Pro. It's great to use iMessage on the laptop or continue my racing game progress on the iPad. Several apps work together in beautiful harmony. Looking forward to the new Handoff features in the next OSX update. 7. Aftermarket. Finding a case or a charger or a dock is so much easier with iPhone. And all the gadgets, toys, health accessories and thingamabobbies that work with iOS make it a great investment. You absolutely KNOW that Lifeproof will make a case for whatever iphone Apple comes out with. Can't say the same for the other manufacturers. 8. Updates. I think this is often under looked. I love that we get great updates. In fact, no other gadget I have has ever been updated they way these phone are. And the updates are free. Sure, other platforms get upgrades, but as you all know that it is very selective and it may take months or "coming soon" before you can get it. 9. Aesthetics. This is subjective but I think every single year so far, Apple has had the best looking hardware. Clean. Classy. Modern. Their software looks good to me too, though a bit dated, still functional and familiar. 10. Social ease. At first I thought it sucked when everyone around me had an iPhone. And then you realize how awesome it is. You are never without a charger. I have handed the phone to complete strangers and they ALWAYS know how to take a picture of me and my wife. And because it's so commonplace, no one cares that you have one or thinks you are special in any way. I like that because in the end these phones are just tools. Beautiful functioning tools to help us communicate, capture memories, and share life. The less controversy they cause, the better. It makes life easier in my opinion. Buy what you like on whatever platform makes you happy. For now, Iphone works for me.