but lots of other companies already had products in the pipeline that were like the iphone.
Yes, their pipeline for release in 5 or 10 years -- or 2 or 3 -- a 'head-scratch', a 'oh, let's maybe work on this later', a 'this looks interesting, what do you think, guys?'.
That's a very different mentality to 'this is going to change phones forever, let's put all our effort into it into it'. And let's face it, had Apple not done it first, others wouldn't have done it right. They just wouldn't have.
Occasionally I'd love to have a magic crystal ball, where I can show alternative futures. I'll just go back in time and completely shut off the iPhone, and see where we are now with the smartphone market.