You spend the time and money it takes to invent a different way of doing things.
After you spend all your time and money on that and release your product make sure to share all your ideas with others in the business so they can be successful, too, without having to invest the time and money you did.
This touch screen phone phenomenon is not the end of the road in mobile computing. Something better will come along. It always does.
Thats what makes fighting over it useless. Apple is making billions on it and so are the others. Apple isn't going to take any business away from Android by doing this. By the time this is all said and done the iPhone will be old and the Galaxy will be old.