"He also said Ubuntu phone wasn't aimed at iPhone users, who have an "emotional connection" with the ecosystem."
I have an emotional connection with my iPhone because it's quite simply the best phone I've ever used - and I've used a lot. It will take something pretty special to shift me, but I must say I do like the dual micro sim aspect of the Ubuntu phone's specification.
Long-time Ubuntu user here (2006-now). Always been very happy with their (Canonical) products (both personal and professional use) and the community is amazing. Been very hesitant about trying the mobile OS on my current android phone (it's an old unsupported model), so I'm gonna buy me an official phone. Would've preferred a higher res screen on the first phones, but I'll manage :-)
Although I don't personally use Ubuntu (I prefer Linux Mint and Debian), I have no doubt about Canonical's commitment to userbility and quality of code. It's likely I'd get a seamless connection across devices that can do much more than the current offerings. The fact that it's unlocked and doesn't present a whole load of manufacturers or phone company apps you can't get rid of, is a huge bonus.
Canonical is a very innovative company, that is well ahead of the competition.