I prefer Apple because the entire brand sets trends that others follow. iPhones are also easy to use and mine actually came with all the utilities I needed, so I didn't necessarily have to download any more. However, for all their advantages, one issue I have with iPhones is the fact that there are not many iPhone users where I live. This makes syncing and transferring files especially difficult, especially with Windows devices. Nevertheless, I prefer Apple devices. I get to use my iPhone freely whenever I'm around tech enthusiasts who also use iPhones, so it's not bad.
My next choice will have to be Android. Android devices, apart from being very straightforward and easy to use, are also available basically everywhere. File transfer is a breeze, and they're especially cool to work with.
Microsoft devices aren't so bad themselves. I guess they suffer from the fact that they're not so common. However. they also lack a lot of functionalities. For instance, I don't like the fact that I need Wi-Fi connection to download an app or to make an update. I also don't like the fact that apps like Xender, Instagram, and a few essentialls work haphazardly.