Sorry (and not to pick on you, but I've had this three or four times today elsewhere too), but I've heard this particular bit of anti-Apple rubbish waaaay too many times. It's not true, and never has been. Some people might be attracted by image alone. Some. But a minority. Does anyone seriously think most or all of the millions of iOS device owners are just shallow, image-conscious suckers for a shiny box?
Apple has customer satisfaction rates and loyalty/repeat purchase rates that any company - Microsoft, Google, Samsung, HTC, and Nokia - would kill for, across the board from all demographics. You don't get those just by making something that's all mouth and no trousers.
As for the negativity in the press. Ask yourself this - do they make a fuss when HTC release yet another handset that looks largely like the last one? Or Samsung release yet another galaxy S2 variant? Nope. They speculate like crazy on Apple, and loads of people had iPhone 5 this and new shape that last week. And they were all wrong. Some of this negativity is just covering their tracks because Apple didn't ship what they thought they would, exposing them as the guessers they are, and the anti-Apple brigade are jumping on the bashing wagon while the bashing is good.
Right now, I think they could have released a 1mm thick handset with a 5 week battery life, 50 megapixel camera, retina projector that displays the screen in your eye so it's equivalent to a 50-inch HD plasta TV and 4D interface that allows you to see through time and people would still be complaining about something. Whereas if Nokia had made the 4S and released it tomorrow with identical specs only with WP7 on it, other than the single factor of screen size spec-wise it would immediately be the flagship device for WP7 by miles. That's something worth bearing in mind.