I don't know that I'd switch back to Apple, but I'll definitely consider the iPhone 6 next time I'm looking for a phone. Hardware wise, Apple removed the biggest complaint I had against the devices (small screen size). The other thing that's nice is that they're finally bumping storage sizes up to 128GB. Yes, the baseline still has only 16 GB storage but that's designed to upsell you to the higher storage tiers. (Note to Microsoft nee Nokia: As a Lumia 925 owner, let me say either make a decent amount of storage available in your higher end phones, or put a microSD slot in them.)
The biggest draw I see with the iPhones though are the way things are opening up in iOS8. Opening the system up (e.g. 3rd party keyboards) is interesting. The other thing I see is that they're going to introduce family sharing that'll allow up to six people to share app and media purchases. (Another note to Microsoft. If you want any chance at being successful in the consumer space, start making your services more consumer friendly. Maybe your Xbox Music, Video, and Windows Store teams can learn a thing or two from this. It's saying something when Microsoft's best family sharing plan is Office 365....)