This is post-rationalisation. The smartphone market is well past that point. They all work out the box and very well. Not just Android or Apple. You can pick up a low-end Windows phone or even the Blackberry and truth is they do the job very well out the box.
If this was the case, I shouldn't have colleagues turning to me or my school's IT support (who is an expert in Android devices) for help in setting up their brand new Android smartphones "right out of the box". This despite me being known as "the Apple guy" in the office. Friends who previously had zero problems setting up their iPhones, but evidently have issues working out how to create a Google Plus account or signing in to it. I shouldn't have people asking me why emails are apparently randomly disappearing from their email app, where certain apps are located because they are squirrelled away deep inside folders in the app drawer etc.
And yet I do. For my friends and colleagues at least, there is something about an iPhone where they instinctively know where stuff are and how they should work, yet they need to read a manual or call for backup when handling an Android phone.
However....when you have a gazillion blogs and "review" websites who are competing for attention then they are going to manufacture "differences" out of little subjective nonsense. Some aim to pretend to be objective and go and generate 20-30 "benchmarks" including all sorts of obscure nonsense. Some will "assess the number of processing cores or whether it is 32 or 64 bits? Are you kidding me?. For a consumer appliance that most consumers actually dont think at all about despite using it for most of their waking hours? Why the hype? Because that is necessary in order for these redundant media #$%%s to gain attention. And most of them have zero imagination, so often they copy a storyline from someone else and keep repeating it.
Benchmarks are benchmarks. The people who do read these websites for such stuff are naturally those who care about such stuff, and those who don't care, won't even know such articles exist. You can argue that past a certain point, perhaps an app loading a split-second faster on one smartphone compared to another isn't really all that significant, but that's for the consumer to decide.
I certainly don't see you complaining when Samsung announces their octa-core processors or their 2k displays or some other marketing spec. Why, it's okay when the competition engages in their marketing and their smoke and mirrors?
The truth is smartphone are now a very mature category and paying a 2-300% premium on the premise that you "gain" a product that works out the box is self-deception. It is people having absorbed an emotionally-infused marketing message and then having acted on it, turn around and backfilling a supposedly rational logic for why they did what they did.
Yet my experience continues to tell me otherwise.
The thing is that for me at least, my iPhone continues to serve me very well in ways which I don't believe the rest of the competition can replicate readily. Be it iMessage (since I need my iPhone to link my phone number to my iMessage account), icloud (it's still more convenient, bugs and all), my ability to share purchases between iPhone and iPad, airplay to my Apple TV, handoff / continuity to my Mac, iOS-exclusive games, features like shared photo stream, iWork's etc.
Maybe I am just in too deep in the whole Apple ecosystem. But I do know my Apple devices are all serving me very well, and I am very happy using them. I won't say it's the best phone, but it is the best phone for me.