And who says they are looking to dethrone Apple? Again - you can be profitable and successful without being #1.
Coke and Pepsi are both very profitable. Burger King and McDonalds (not to mention all the other burger chains).
Lastly - if some people had their way - there would be no android, nokia, windows and RIM phones. Only iPhone. No thanks. No thanks at all. Not to mention - what WOULD everyone here talk about if those who wished all competitors to die off got their "wish." Boring indeed.
I'm sure we'd find something to talk about here at MacRumors.
Keep in mind, for many years Apple had nothing but Macs and there was still a lot to talk about.