The main reason for us is the camera. We do not own a separate standalone camera anymore. You're not going to be able to take a time machine to take better pictures of the past, which is also why we keep replacing our phones every year. Also I prefer Apple's walled garden especially for the less tech savvy members of my extended family. Tech support is much easier when you can point them to the Apple Store for one to one help and even free classes. Few people ever take into account Apple's physical stores when accounting for the price.