...
Reminds me of the de-badged Chevy Malibu ads where "customers" think it's a BMW or Audi with it's sleek styling and array of amenities. Either they were paid off to say that, i.e., actors, or they don't really understand what makes a BMW or Audi a BMW or Audi and those cars are not in their market in the first place -- Chevy Malibu is.
It is a dangerous to assume that the competition remains still, while in reality the hardware gap is narrowing, significantly.
We have seen this effect with a number of industries lost to foreign countries:
- TVs used to be American made (Zenith, Westinghouse, Emerson, Silvania, et al), no more.
- Professional cameras used to be German (Leica) and Swedish (Hasselblad), no more.
- "White" appliances used to be American made (GE, Maytag, Whirlpool, et al), no more.
And, using your car analogy, do not underestimate the inexorable progress made by Korean and Japanese brands against the like of German brands.
Apple is facing that narrowing, hardware-gap reality.
Personally (this is just me) I would not consider the Pacific-rim cars to provide proper
aesthetic substitutes, exterior and interior, but the quality of their hardware has already narrowed. (The Korean and Japanese brands, even including Lexus, have yet to assimilate exterior design language that stands the proof of time, like a Porsche 911, Audi TT, BMW 8 series, ... but that is not a market they are vying to.)
Apple's linchpin product, in terms of
hardware, is facing partial parity in both features and quality, which is priced lower to their own. The only remaining gap is on the services.
So,
software and services is where Apple must continue to excel in
geometric, not just incremental, terms to this competition as to retain their real/perceived value.
If not, they will face a similar fate to the other industries I listed above.