It comes down to personal preference and budget.
Apple is usually in the higher end of the pricing range, unless you decide to go for something from previous generation. Android however gives you a wide range of options in every price range.
From my personal experience since (each-gen) iPhones are identical in hardware, there are less software issues compared to Android, which have various hardware combinations.
For me the software is the turnpoint. By default ios is more user-friendly, but android is more personalizable. However if you're experienced enough, iPhones can be jailbroken and then personalised to the same extent as androids can.