Yeah, it definitely is a negative thing that there is little competition. Apple has always done things to differentiate themselves from the competition.
One example is the retina display on the iPhone 4. I am quite sure that Apple would never have introduced the retina display if the competition wasn't pushing all those higher resolution AMOLED displays. I can't support my statement, but I believe - if you look at Apple's history that it is pretty obvious.
The retina display on the iPad: sure, they might have been busy with it since the original iPad, but only now when the competion started pushing better displays with Full HD resolutions Apple decided to give us a retina display,
And those who say Apple doesn't compete on the hardware side: you are completely wrong. Apple already had the most powerful GPU in a mobile device since the iPad 2 - which wasn't necessary. Apple was happy to state that the iPad 2 was the first dual-core tablet to ship in huge quantities. Apple has only been using the same CPU architecture for two years in a row. After that, they always switch. Apple is happy to talk about its camera lenses.
Fact is: Apple only introduces bigger, greater products when it's in risk of lagging behind. The iPhone 4 was a huge upgrade. By the end of 2009 and by the beginning of 2010 almost all competitors were talking about their great OLED displays, better cameras with flash, video calling and thinness. So what did Apple do? They introduced the 'retina display' (marketing), an extremely high resolution display. So what did Apple do? They introduced a camera with much better lenses, more pixels and a LED flash - and now it is called iSight (marketing). So what did Apple do? They gave us a front facing camera, but made it special - it's not just a camera to make video calls with, it's a FaceTime camera. So what did Apple do? They made a thinner smartphone: at the time the thinnest in the world.
That doesn't mean Apple doesn't introduce great things (the first iPad, the app store, the first iPhone), but the successor of a device (the next generations) are usually based on either catching up or beating the competition only just.
Apple is about catching up and not lagging behind with the competion. When they introduce something that really isn't new, they give it a special name like iSight and FaceTime. You'll feel great. And occasionally, they will introduce something that is in fact new (like the first iPhone and iPad and of course the App Store).
Anyone who thinks Apple truly cares about you, is wrong. They might have some ideals, but in the end Apple is just another commercial company. And commercial companies are all about making profits... and that's what they exactly are doing right now.