The ISO 9126 norm helps to "prioritise" you "non-functionals" (as basically all functions are more-or-less the same).
If we take a look at the "high-level" list of "non-functionals" we can decide what is "better for us" (as opposed to "better in general). I will add my own personal preference as an example:
Functionality - as an Apple-fan since 1984 (pun not intended) I find Apple products to be easier to operate;
Reliability - off-course all "high-end" phones are more or less of the same reliable quality so a "non-issue" (as long as you compare the same price-ranges);
Usability - as said with functionality, I - personally- find Apple phones easier to operate, but they are also more usable for me as the synch automatically with my iMac, iPad, Apple TV, airport extreme, icloud et cetera. I know Android/Windows/Linux does this too, but it takes a lot more setting up to do where Apple "just" takes care of it, right out of the box...
Efficiency - The previous point makes Apple a lot more efficient for me too; it just works (straight out of the box) and it keeps working; if I get an important request while "on the road" I don't have to take out my laptop but "just" go through my iPhone and have all the same documents available at my fingertips;
Maintainability - Apple takes care of this for me too (and I don't mind paying for it) so I only have to take care of the periodical updates and "all is fine". Apple does this a lot longer than Android too (which you can see in the HUGE amaount of Android phones with outdates software which makes them unusable and unsafe);
Portability - Which obviously is managed by apple too. I can work at my home computer on something and present it at a clients office from my iPad. And also the one time my macbook and ipad got stolen from my rental car while on a business trip all I had to do was buy a new device locally and turn it on connecting it to the interwebs and everything got restored (again, I know this can be set up on other OS's too, but that takes a lot more time... this "just works" by entering your AppleID.
Remember, these are my own preferences for these non-functionals. People can have totally different preferences and (time) priorities....