My choice of product is based on my budget versus needs. I bought a Z5 Compact for €429. 32 GB, SD slot, water/dustproof, great camera. In the meantime Apple sails with a 16 GB model without expandable storage (yes, I know iCloud exists) starting at €639 (basic 6s, Apple Store NL). 64 GB is €749 for non-plus model. In my personal opinion what it offers is not worth that sort of money. If I knew that they put lots of money into super-special features that make the iPhone special and a class above the Sony, I'd definitely think about it. But as things are, I don't see why I would spend €639 for a phone that cost $211.50 to manufacture (source). I know when I am being taken advantage of.
Wouldn't a comparable iPhone to the Sony Z5 Compact be the iPhone SE?
It looks like the iPhone SE is available in the NL Apple Store for €489 and €589
Sure... it's still more expensive than the Z5 Compact at €429... but this is Apple we're talking about.
This is the same company whose laptops start at €999... and that's for an 11" Macbook Air!!!!
Apple products have always been priced higher than the "competition" but you're also getting iOS and MacOS... something you can't get from anyone else.
You can get cheaper devices running Android and Windows... but they're not exactly the same thing.