The earliest Androids, like the HTC Incredible, were about the same size as the iPhone. There's plenty of people who prefer the configurability Android's had for years. Some people are turned off by Apple because the perception of hipsterness. Apple chooses to not compete with downmarket (they also are losing MacBook sales to $349 Toshibas). I say all this as an Apple enthusiast (laptop, display, mouse, 6plus, iPad Air all in front of me ... I'm on my 4th MB, 4th iPad, and 6th iPhone), but I clearly see why someone wouldn't buy an iPhone, and I don't think Apple could have easily altered that reality, nor would they necessarily want to.