At the end of the day, it's each to their own.
Myself, I like Apple. I like the ease of use. I like the smoothness of the scrolling (others I've used have been choppy and unresponsive, although before everyone slags me off, I haven't used them all!)
I like the clean, crisp interface.
I like the build quality. Although I have to admit, I think I prefer the look of the iPhone 4 to the 5. I prefer the glass to the ally. The 5, even with the ally back, is still miles better than plastic (Sammy and Nokia im refering to. I dont care about the others) As for the Nokia, who the hell wants a yellow plastic phone?!
The 4 inch screen on the 5 is a welcome update, but I do think the Sammy screen is too big. To put it in perspective, it's almost half the size of the iPad!!!
As for OS', I like iOS. I have tried android and just couldn't get on with it. It seemed unorganised. But that's just me.
At the end of the day, people will vote with their wallets. I like Apple, so will get the 5. Others don't like it so will get the S3 or the Nokia. Nokia, I think, are on their last legs and will be desperate for the Lumia to do well as they're on a very slippery slope ATM. Nokia's shares slumped after the press release of it. I think Apple's only real competition ATM is Samsung. I don't have anything against Samsung. I have loads of Sammy products. I just don't like the phones. Only time will tell though when they're all released.