We shouldn't be so tied to brands anyways and really focus on what works for each of our needs, so what's "attractive enough" is very subjective.
Nokia started it all for me leading the way with camera technology on phones. I wanted one device to carry around for phone and pictures back then. Omg the N95 was a dream, I spent $850 cad to import that in lol. Wait screw that, I had a nokia 6100, with Camera headset attachment!!
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So my need first was camera and Nokia kept leading the way.
Sure everyone's caught up, but I'm not interested in iPhone cult status and pricing (even though I do spend that kind of money on a phone) and Android I find messy.
So I'm comfortable with windows and don't feel the need that someone needs to be winning or beating but just provide us great devices and options