I considered myself to be a Cowon fan since owning the D2 (now own the S9) and I never be tempted by apple offering before, despite trying them now and then. Plus I hate the restrictions attached to using Apple products.
Anyway, after owning Sansa, Sony and Cowon I thought I should give a go so got the new Touch. I hate to say it but I prefer the sound (particularly the depth of the soundstage) of the Touch, the ease of building playlists on the fly and the so far flawless integration with iTunes (particularly podcasts). The silly games and apps to waste time are a bonus.
The main reason I got the Touch was to use Spotify premium service but now the S9 is up for sale. The s9 has a much better battery life, better support for audio and video codecs and can be customised to you heart content and a fantastic EQ.
PS: My only annoyance so far with the Touch has been the lack of scrolling for album and song titles!!!