The decision is a highly personal one since phones are the most personal tech that we use right now.
Our phones are the closest thing that we have to the movie "Her" at present.
Apple wants to create an emotional connection with the user, and they are banking that that emotional connection will trump reason/feature lists/price, etc.
Apple's got a few standout features right now: one-handed use (don't sleep on how many people are going to clamor for an iphone6 with a 4.3 or 4" screen once they realize how big the 4.7" iphone is), best screen, best speakers, best headphone audio.
Apple banks on simplicity through omission of features--if you leave out features, by definition there's going to be less to confuse the user. It's not a bad idea for mass appeal. The features that the iPhone does, it does better than Android.
For Android, there's a lot more power under the hood. For those people who loves specs and figure, well someone will figure out the software eventually, but you can't replace the hardware (ram, cpu) down the road, Android appeals.
With regard to battery life, in Anandtech's tests, there are a good number of Android devices that do better than the iphone. Android is more than good enough now, and for alot of people who are voting with their wallets, better than ios now. I find that the notifications are far superior and I love the notification light. Having a normal file system where you can go to the file and then pick which app to open it, is sane to me, as opposed to ios where each app must store its own copy of the file. Even with the new KK sc card writing rules, you can still get around this with a hack from the official Play store. Again and advantage for those who don't wish to be hamstrung. I don't think that ios devices are worth 40% more than a similarly spec'd android device. Not anymore.