Imo, not that much. There isn't much you can change with these devices so they all pretty much end up looking the same. The software and provided features are really the only frontier for these devices to differentiate, but they mostly all end up doing the same basic things. So all-in-all it's just about finding a brand you like that supports the platform you're on and tracks the things you want.
I'm amazed the prices aren't any lower lol