ARM processors are one of the more popular ones used in industry. THey are actually a processor core so multiple companies use that core to make the actual ARM processor or microcontroller. So there's more diversity in selection to and they run from microcontrollers up to microprocessors with things like external memory. Two big companies that make them in the the smaller sizes workable by hobbyists are ST and NXP Phillips. Luminary is another one. Companies like TI or Freescale only use the higher end ARM cores which are difficult to work with because of increased complexity, more expensive development tools (both hardware and software) and a scary BGA package.
THere are different ARM cores of different power levels. Development tools tend to be limited to either the lower end or the higher end, not the full spectrum. But there's more familiarity moving from one to the other. The older ARM7 and newer ARM Cortex-M3 are the ones of most interest due to the cost of the part, ease of the IC packages they come in, and availability of development tools. They also tend to be more powerful than PICs, including the ARM7 and ARM Cortex-M3. Unless I am mistaken they are more powerful which isn't suprising since they are all 32-bit and can run at faster clock rates. ARMs can be found in things like I-Pods and Blackberries. The most powerful ARM processors can be usedin things like laptops though you probably won't ever touch one of these. So in my opinion, it is more versatile in the long run.
Be noted that it's not quite as hobbiest friendly as far as examples go, but lots of people out there use them and more and more hobbiysts seem to be using them as well, especially with the release of the Cortex-M3 since it's been designed for microcontrollers, whereas the older ARM7 was actually a processor core that was implemented into a microcontroller. run I think. WHere I was working only the little projects made by summer students to use in-house used PICs. THe "real" products that went out to clients used ARMs.
You get can "brand name" programmers out there for $60 at an educational price. There are others as well, but this is the most "brand name" one I've found. We used them at work. My PIC programmer from Microchip actually cost me $150 but now they also have $50 programmers available. There are also free compilers, but if you want a polished IDE with everything taken cared of for you they can be had for $150 which to me is reasonable considering how much headache I can avoid (dead serious, as a hobbyist I'd pay $300 for that).
THe most important thing I have found is to select the right IDE- nothing else is even as remotely important...except for maybe whether or not the chip is in a BGA package or not
https://www.segger.com/cms/j-link-edu.html
https://www.rowley.co.uk/
Some manufacturers also include ARM Cortex-M3 bootloading firmware on their chips so you might not even need a programmer. ST and Luminary are two. NXP might also have it but I didn't check. Sometimes the bootloader is in flash, sometimes it's actually in ROM and is always there no matter how badly you screw up. So you might not even need a programmer module in some cases.
THese starter boards might also be of interest to you if you are looking at ARMs:
https://www.sparkfun.com/commerce/advanced_search_result.php?keywords=ARM&search_section=products
And this one if you want a module to integrate into your projects rather than an entire dev board:
https://www.sparkfun.com/commerce/product_info.php?products_id=8559
YOu should probably download some datasheets and userguides from different PIC, AVR, and manufacturers for ARM (probably ST or NXP) and gloss through them and how to configure the chip and it's registers to see if you somewhat get a grasp of what you have to do at all with each IC.