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Ecosystem matters more to me, as long as performance is similar enough. Ecosystem means OS upgrades, available programs (apps), and popularity (popular devices get more accessories). Apple's ecosystem kicks all others to the curb these days. Android still has a chance to improve but, for example, OS upgrades are a sore spot (not every device gets every update). Win mobile 7 has a shot too, as a new kid, but got a serious black eye on their first update roll-out "bricking" some phone.
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