I honestly don't care about the customization. I think it is an over exaggerated element of Android as any customization the average user will do is essentially the same on both platforms (background changes, lock screens, ring tones, etc). Where things start getting fuzzy for me is some of the integration of a select few Google services that I use regularly such as music (which is pretty awesome), calendar, Gmail/Inbox, and Chrome (the biggest one for me). I know these apps exist on iOS but due to its locked down nature aren't fully supported or implemented as they would be on Android. The HTC One M7 has served me well, but I'll be looking to upgrade in the next few months. If Samsung or HTC don't deliver with the S6/Hima it's likely the 6 Plus for me as right now I think the 6 Plus is the phone to beat hardware wise with the Note 4 very close behind (not a huge Samsung fan myself).