As someone once told me, "Those who innovate, go out of business by bleeding capital. The key to a strong business is to re-package what someone else has invented, streamline it and avoid the overhead."
This is what Apple does and it works, but who knows for how long as eventually innovation will overtake pretty packaging. The real question is who will be on top in the cellular industry in 7-10 years? Android OS, iOS, or the Win OS?
edit: If Google keeps their eyes on the prize, I'll bet their cellular devices will be #1. Perhaps they can even make a cell/PC mate-able OS that is popular, they can sweep the opposition entirely. I know web browsers to OS is some what apples and oranges, but look how Chrome is taking over. According to many sources, Chrome is already #1.