If you're buying your wife a phone I'd assume she is not overly technical. If that's a fair assumption + you've got reasonable income and are time poor I'd sugg

If you're buying your wife a phone I'd assume she is not overly technical. If that's a fair assumption + you've got reasonable income and are time poor I'd suggest an iPhone as it tends to be the more user friendly product (at a price). That said Android is deliver an ever increasing similarly good experience. For someone that likes to tinker, or has a lower income I'd suggest Android. Android is more flexible to customisation + the phones are at a significantly lower price point either saving you money overall or allowing for more frequent phone updates. I currently run an Android as my personal phone then tend to run a second ever changing OS on my work phone out of general tech interest. Currently I'm on Windows as the second phone but am getting Sailfish and Ubuntu curious so I feel an upgrade coming. I wouldn't recommend the Windows phone from an experience POV (though prices can be great). It's maybe 80% as good as iPhone and still needs polishing. Windows 10 might change this as the phone will become your PC on docking which I believe will be an increasingly popular category for phones.