That's the difference with so called ecosystems.

It raises the stake for 3rd party content provider, that they also contribute in marketing the platform.

And the iPhone is also a fashion accessory, coming from a famous 'lifestyle' brand.

And because they have a very famous (& manipulative) 'visionary' in their organization that the press loves to cover.

etc

So basically at the moment, it seems that the N9 is the darling of geeks (or gsmarena readers); so it'll be interesting how it will perform with the 'real' market when it launches.