They left out better looking too. :-)

I think it's a Marketing issue. The article describes it as self-image related. This could be true, and it's successful Marketing for Apple to convince buyers that they're special. It could also be that something that the article is missing - that Apple is hitting a wealthier and more outgoing target demographic. These are the types of people who will use the phone to communicate more, and will buy more apps.

You are not OS of your cell phone

actually, you are: http://arstechnica.com/science/news/2011/08/users-treat-crit...

Not quite. That study says that you associate attacks of the brands you identify strongly with with attacks to your own personal identity.

1st rule: You do not talk about your cell phone OS.