People buy apple for the software. That's is what apple started with and that's what brings in customers and keeps and grows the Eco system. Yes, they have a phone that appears to be lagging in "coolness" but its the combination of the software and phone that make apple so attractive.
Look at Joe Kernan who just switched to the iPhone. He said it changed his life. Not because of the hardware but because the software is so damn good and easy to work with.
When people realize the importance of the software, they will not put do much emphasis on the hardware.