So a company essentially invents a segment, so de facto owns 100% mindshare, and the fact that competition shows up over the next several years is somehow..... what? A sign Apple did something wrong?

And if only Apple had the sense not to make any money off the iPhone, they'd hold all the "mindshare"?

As an investor in both companies (though I recently sold my AMZN position), I'm quite pleased with Apple's decision to value revenue over "mindshare." The iPhone business was and is bigger in itself than many entire Fortune 500 companies.

"Share" is a stupid way to look at rapidly growing markets. Apple is not losing anything with their iPhone business.

And no one at Apple seems to notice this loss of 'mindshare' because they're too busy figuring out what to do with all the money people are giving them for the iPhone.