I own a Moto X and an iPnone 5s and I like both for different reasons, but at the end of the day I do lean toward my iPhone. I am a bit of a weirdo with my phones and like to switch back and forth a lot. But at the end of the day some apps just run better on iOS then android, hence why I lean toward my iPhone more. That being said the Moto X is a very underrated phone and I think people see the customization as a gimmick and don't give the phone a fair chance. It is a very efficient phone responsive and fast. And I love the fact that it's running nearly stock android no real bloatware and just enough tweaks to give me great functionality. Google now voice controls are awesome and are very accurate. I like the fact that I can control the whole phone with out touching it. One thing I don't like about my iPhone is Siri and I hardly use it. Call me lazy but after getting used to Google now (and not having to hit a bottom to use the voice commands) the iPhone in that aspect seem out dated. The battery life hands down on my Moto X is the best I have every seen I constantly was getting 36-37 hours on one charge. The build quality on the Moto X is also very solid.