[turtle]

I think the thing that always ends up putting Apple on top (even with the premium) is the "just works" factor. Everything being tightly integrated and working together is huge for them. It is why my family wants to stay with Apple's products. I see holes and failings, but they don't see them like I do.
Oh, and "privacy" being huge too. No way I'm giving Zuck and crew anything of my data willingly, let alone pay to provide him more of my data. Apple at least is better about my data, though not angelic.