Back when I chose to go with the best-selling HTC Desire I Had a look at the iPhone 3, 'test-drove' them both and still preferred the UI, feel and overall functionality of the Desire.
Two years later, I'm looking at the iPhone 5, or HTC one X which IMO seem quite similar (quad core, unibody design, dimensions etc) and with no such hatrid towards Apple products, I'm still swaying towards the One X as it's available at a price which will more than certainly be around £10-20 per month cheaper on contract, based on Apple's previous records. Horses for courses