Chalk and Cheese
How can you compare Amazon with Apple, when one considers the range of apps available for iOS and Android, vs the Amazon cut-down range? It's easy to see the iPhone is likely to be popular with a range of people, partly because of the hype and the higher cost making some think they have a better product.
I have a number of iMacs but none is less than 5 years old - I think Apple pricing is a rip-off for new items, which is shown in their current market value. As for Amazon, this not-too-hot phone might have sales at 199 GBP but 399? Not when I could buy a 4G or dual-SIM (mutually exclusive for now) Moto G, or go for the Moto X, instead.