You should look at the iPhone like a device, what the iPhone is is a ecosystem of lifestyle and value. And that is what separates the iPhone from the pack. If you have used an iPhone and one of the many Android phones, you will just notice the difference between the sleekness and the responsiveness of the iOS as compared to the Android; which feels a bit sluggish regardless of the Phone it is in. Th iPhone may be expensive, but I don't find is far more expensive that similar phones. The App Store remains closed and controlled so at to ensure quality of the applications developers churn out. I would rather have that than a system than has run amok with millions of applications that don't work or even are harmful. Best case is Windows Operating system.