I currently choose iOS primarily because iCloud synchronizes many things with zero effort between my phone, tablet, and home laptop (MacBook Air).
Comparisons between Android and iOS still show more iOS apps are polished but apps I must have are at least available in Android. I'm waiting to see what the Nexus 5 looks like before deciding whether or not to jump ship. The iPhone 5S is suitable but not especially attractive to me, while my iPhone 4 is starting to show its age.
All reports say the latest Windows phone OS is a good one as well and if I consider switch way from iOS I'd want to consider the Nokia phones as well. My day job still revolves around Windows OS.
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