What do people think the iPhone 5 is so amazing?

[the steezy one]

I'm talking mostly about the iPhone 5 but it has also been the case with past iPhone models. The new iphone is more than a year behind other smartphones yet people hail it as the most amazing smartphone. It is a few years late incorporating LTE technology, turn by turn navigation, facebook integration and many other features. There are numerous other android phones out on the market that are significantly better, so why does the iphone continue to be so popular? The iphone has to be one of the least customizable smartphones out there, you can customize a windows phone more. I think the only reason why the iphone continues to do well is because it has the apple logo on it and the physical look is appealing to consumers. People don't bother to do the research on a phone before they go to purchase it, they just go in and get the most popular phone, which for some reason is the iphone. Let me know what your opinion is. Thanks