Sheep man.....they do it cause they are crazy die-hard apple fans - to tell you the truth, IOS is really playing catchup - larger screens, swipe keyboard......but other than that, its still the same ole boring OS. Yea, some of its apps are better than on Windows Phone.....but I hardly notice that fact. My wife has an Iphone 5s - going from my Lumia Icon, with 8.1.1 installed and picking up her Iphone and using it is like going back to the stone ages. I equate it to something like: Windows Phone 8.1.1 -> IOS 7 = IOS7 -> Palm Pilot. It is a far advanced, much more customizable, OS. Are there some areas for improvement in WP....sure, they could use some more work on the notifications, and let developers customize the toast notifications a bit more....better ability to cast to smart tv from other apps, and the most important thing to me, is the managing of email attachments (I get files all the time in emails that I cant open.....I should be able to still download, and later plug my phone in, and pull the file off - in case I don't have cell service, or internet where I am going). Those are all things I can live with in their current state. I just find apple's OS bland, and uninspiring. The fact that I can pin a website to my start screen, and it cycles through image/headlines on a live tile, and when I open it, it acts like a true native application, says a lot (Im looking at you theverge.com). Couple that with the true cross-platform services MS is trying to implement, and I think people are really missing out. It doesn't help that idiots sell cell phones, and don't show the better features to people. They just push what "everybody else has"............and tell lies about WP not having apps.