Apple

Short version: because I don't want to think about my phone/devices. It's not that important, only that it shouldn't irritate me. give me the feel-good stuff, not the biggest dick contest.

Longer version: it probably started with excitement that 1st iPhone was. that's how mac products entered my awareness and as a result I got a Mac when I needed a new computer. It was a relatively quick learning curve, after that I still had another windows laptop, but 2011+ switched back to mac (my air was with me for 10 years until I upgraded) and only needed to use windows for work.

It's not an accident that I mention windows at all - it all came to hardware. I'm finicky and just need things feel nice. won't touch user experience with andriod as I had little, but always frustrating. So basically - I want hardware to feel nice and software as predictable and user centred as possible. If iPhones truly do something disappointing - I might switch, but until then - I only ever have to think about it when I physically destroy my phone and need it replaced. I target for ever 5 yrs, but usually 2-4 just based on the repair/replace balance