So, the iPhone 7
I grew up with the hacker mentality. Not the "let's break into things and make trouble" style of hacker popularised in modern culture, rather the "let's figure out how things work by taking them apart and then sharing that knowledge with people" type of hacker from where the term actually originated. For that reason, I like Android devices. They are the closest thing to a full-on Linux device (i.e. open and free to use how you want) that you can easily obtain. There are actual Linux portable devices out there, but they are fringe things where you spend more time futzing about with the device than using it for actual... stuff.
Converseley, Apple iOS devices are tightly controlled by Apple. One example: They do not want you to be able to emulate another device using an app on your iPhone, so you don't see any Super Nintendo emulators in the App Store. They have reasons for this, but they don't have to explain them to you. They actually won't, if you ask them. Oh, they may tell you "because security and quality", but if you try to construct real meaning from that, you're essentially trying to work out who's on first base, just like Dustin's character in Rain Man. Might as well try to knit fog, for all the good it would do.
I used to care about brand, but I now mostly care about device capability, build quality and customer service. Not necessarily in that order. I want my device to be 'good', but I also want to be looked after if the device has a problem. With a failure rate under 5% being considered acceptable by the mobile phone industry, that customer service really needs to be there. OnePlus may slowly be learning this lesson. Apple still haven't.
Woah... but Apple have Geniuses and Apple Care and they just swap your phone out for a new one if you have a problem... don't they? Not exactly. Apple devices, including their entire laptop range, have had issues. Manufacturing and design defects. This means lots of 'extended warranty' policies in place where hapless Apple users can get a fix or replacement for free even after their standard warranty expires. I could list all the currently or previously affected devices, but you'd get bored and probably not believe me. Google is your friend. If you have a problem device and it is covered under extended warranty, Apple have been known to deny your claim because of a tiny scratch on the corner of the case. Never mind that it has nothing to do with the manufacturing defect, it's just one way they wriggle out of their responsibilities.
Why do I even mention any of this? Mostly because the iPhone 7+ is the first iPhone that could tempt me into buying it. The display and the camera alone are worthy of my interest. I'm hugely into good display technology and this whole 'wide colour gamut' thing they have going on is unparalleled in the Android world. It's probably the first time Apple have included a feature in their iPhone that hasn't already been a feature for at least 18 months in Android devices. Snarky of me, but let's not forget the "now you can send picture messages!" marketing, which kicked off this whole "all other phones have been doing it for years, but here's Apple 'Inventing' it" meme.
The customer service aspect worries me for a device that costs nearly £1,000 (yes, I'd want the 256GB Jet Black version). If it has a fault and Apple screw over people because of a tiny scratch on the case, I will feel sick to my stomach. I'm not married to the Apple ecosystem, so not only would I be losing that money, I'd turn into the most annoying anti-Apple evangelist you could imagine. Nobody wants that.
Maybe I'll just stick with my stalwart Nexus 6P a while longer.