Us poor pensionners can't afford Apple prices, and the outrageous charges at the Apple store if anything goes wrong. Like - no way to repalce the battery, and no way to add a few Gb.
AND the fact that Apple refuse to pay UK taxes despite making a Billion dollars out of the UK market.
Samsung S 4 is currently the best non-Apple product, and if that is too big, try the Apple S4 mini. Lower spec, but good at the price.
My local Carphone Warehouse tends to be quiet early morning mid-week, and the lady in there is a delightfully helpful lady.