Apple is in big trouble. Maybe not right now, but it's around the corner. Here's why: consumers are beginning to equate smartphones and tablets not just with Apple. For instance, my family sees all tablets as essentially the same. They don't distinguish between Android, Windows 8 and iOS. They just see a tablet or a smartphone. The market is changing. The flooding of the market with cheap Android handsets and competitive 7" tablets is causing Apple to lose the PR battle about whose tablet is best.