What Apple showed at WWDC must have them very worried, I think. While Microsoft and Google are doing hit and misses and still getting settled into what they want to do, Apple has decided, their foundation is concrete, the ecosystem that is stable, convenient, very easy to get into and rewarding. Apple's organisation is just unmatched. While Android and Microsoft's Operating Systems might offer some features iOS still does not have, what Apple has is a very stable and good underlying platform with standardized rules and features that neither Microsoft, nor Google can match. HomeKit Headphone MFi - Allowing for 48KHz lossless audio, which will be big with audiophiles Metal SpriteKit iCloud Drive integration Family Sharing Seamless and deep integration between iPhone - Mac - iPad Health app and integration. Apple won't abandon and do it half-way, like Samsung, so companies will build things for this. Not to mention tons of APIs and features from previous versions of iOS. And while having such a strong foundation, now they've started integrating Android's features, which are much easier to do than the foundation part, making Android less and less attractive of an option. With iPhone 6, they'll make big screens too. So IMO, Google and Microsoft have to be really, really worried. Apple have their **** together and they don't.