However, even those great phones still have the problem of having to compete against one another, and there is very little differentiation since Google owns the experience. I get some key innovations on Moto X that I don't get on iPhone (the ability to redden the screen at night is key for me, plus nice things like automatically detecting when you're driving so incoming texts and voice calls are read to you), but Moto X still has to compete with other high end Android devices so they are limited in the premium they can charge.
Not all people, I could easily afford an iPhone yet I stick with my Nexus 4 (which is currently Android 5.1.1 and noticeably quicker than 4 was on the same phone), it does everything I want from a smartphone and was a third the price of the equivalent iPhone at the time.
The selection is low, but the Nexus lines have served many well. I'm super excited to see some new phones later this year. (i hope)