A while back life with my cell phone was less than ideal. In ten months I went through eleven phones, by four manufacturers and three operating systems. As a "recreational" user this is what I got out of the experience.
Apple is a class act. They've done a great job offering a quality build, easy to use OS that integrates with their range of products. All with longevity and customer service in mind. With style.
Android. A bazzilion choices. Both in devices and customization of those devices.
I really like the Apple hardware. Apple does why it does very well. And if what it does suites you its a good choice. I wanted something outside of Apple's offerings.
Android for myself was just extreme in the other direction. Too much of everything. Like apps in both. Take one minute to view each app and you lost a year and half of your life without sleep.
All three systems, WINDOWS being the third, work really well.
I settled for Windows for the following reasons.
Silly, but Windows was fun. The live tiles are just a joy. The foundation is there. Arguably Windows has the best social hub. The OS works smoothly and consistent. Sure there are some growing pains. The system as a whole works better than it's individual parts imply.
Windows, like all operating systems, isn't going to be for everyone. But for the vast majority of users, who are not power users, it is a wonderful easy to use device. Windows is in the enviable position to create a better system and is.
If you have little or no prior experience with cell phones and try these three, chances are, like myself, you'll choose Windows. For what it is. Not because it lacks something you are use to.