Honestly. There's no side to properly choose. It depends on what you want.
If you want a device that you unbox and can use instantly, then you go with Apple.
If you want to set your device up and have "no limits" with doing what you want, then Android is the thing.
If you want neither of the above and just have a pain in the ass experience, then get a Windows Phone.
I personally am rolling with Android and always will be. I held a iPhone 4S in my hands and it was just damn awful. It had some funny stuff like Siri but I gave it back to my friend after one day of use after I saw just how impractical it was. I didn't have any sort of customization capability as on a Android (Even 4.3 Jelly Bean was better then iOS at that time) and I stayed with my S3. Now I'm rolling with my S7 Edge, loving it so much with it's curved front and having a quite good DAC build in. Plus if I don't want to have a Samsung Phone, I have so many different companies to choose from. But if somebody's sick of Apple but wants iOS...tough luck.
in the end it's all about storage tbh. having removeable storage on hand is quite nice. being able to swap out 64/128gb micro sd cards rather than having to drag and drop media into itunes window is quite nice. i do credit apple for having an amazing video with no bad bass when recording concerts