What happened to all the talk about "choice"? All that openness, and choice, and all those lovely buzzwords that described the mess that is the smartphone industry outside of Cupertino. The industry is waking up to what Apple has known for years: a quality user experience via differentiation. A little shot of vertical development in the arm, hopefully. The smartphone segment needs it. Badly. One Android OEM is squeezing out almost all others, and sales are split between numerous OEMs who have serious trouble with differentiation. Android isn't profitable at this time - ask HTC, Motorola, etc., unless you're Google counting up ad revenue or you're a carrier gouging consumers, or Samsung... who seems to be going in a direction opposite to everyone else. It's a mess. But finally, under Apple's tutelage, the focus might just shift from a crazy race to the bottom, to a crazy race to consumers' hearts and minds.