My wife has been playing with devices for about 2 months now. She has absolutely no bias and looks at things functionally. We have several device in the house. Firstly I work for Apple to get that out of the way. My daughter uses an iPhone, I have an iPhone, Galaxy S3 and Z10 (the Z10 is my daily driver though), and my wife has always used a flip phone.
She was considering HTC One, various Samsungs, iPhone 5S, Z30 and Z10. She did not care for the Android OS at all, felt it wasn't intuitive. she decided she did not like the larger devices as they were not comfortable to her for one handed use. After focusing on the iPhone and Z10 for the past few weeks she ended up getting a Z10. She loves the keyboard and the way the OS worked she felt "Just made sense"
Just found the choice interesting since it was made by someone who had no pre conceived ideas and just kept looking and playing with phones over time to see what worked best for her.