Brand image? = Apple still feels brand warmth. This despite a slight prickly sensation on seeing so may new Apple stores opening, like THIS.
Fragile? = Will i break it? oh most certainly (x3 Blackberrys this year) At least i recognised my faults and did not buy a Mac Air opting for a black MacBook instead and a very padded bag.
Usability? = Maps. end of story
Battery Life? = I'm a long time Mac user, I know the score by now.
Scratched screen? = I like worn, stickered technology and keeping my phone in a fluff and coin filled pocket
Camera? = If it works in the pub that's all that matters.