Between simplicity and customization, I would always opt for simplicity. Apple is simple, but their ease of use is so good that people enjoy it. You can get to all the important stuff quickly without being too much of a tech geek. And Apple always have had their fingers on visual aesthetic. Their products, their OS, everything is so beautiful to look at from a visual perspective.
If you are not a tech geek, Android can overwhelm you very easily with all its bells and whistles. And the experience of Android varies greatly if you do not use pure Android (i.e. Android installed on a phone that is supported by Google. E.g. Nexus, Moto X, etc.). Being a tech geek myself, I am very surprised that I am an Apple loyalist and dislike Android for the most part.
Apple will win and will continue to win until they drift away too much from their core strength, which is simplicity.