Did Jobs really believe that he would own 100% of the market and no one else would come up with a touch screen phone? I mean if it hadn't been Google with Android someone else would have jumped into the market with a competing product.
Right, and I'm sure Steve knew that. Am I the only one to remember that at the original iPhone launch Steve congratulated the team and said something like, one day when all phones are like this you will be able to look back and remember this historic moment, etc. Did I just imagine it?
I think Steve had the foresight to realise that others would inevitably copy ideas from the iPhone (just as Windows copied ideas from the Mac, and the Mac itself copied ideas from the Xerox Alto). I don't imagine this really came as any surprise. In fact, I bet he lived in fear of it from the moment the iPhone was launched. For in addition to being very intelligent and insightful, he was also very emotionally connected to the products he (and the Apple team) created (almost like they were his children), and I dare say he felt violated to see ideas they deliberated over and carefully tweaked and reworked for many months just being snapped up by the competition.
See, many people who are not involved in creative work of some kind, just don't get this about designhow some of the ideas that seem obvious to everyone now were not that way originally. I'm not talking about the rectangular shape of the phone, or the square icons with rounded cornersthe things everyone sees and thinks about when you talk about 'design'. I'm talking about so many little thingsthe way you unlock the phone, the edge to edge glass, the replacement of lots of buttons with a single home button, all the various touch gestures and how the OS responds to them, the removal of a user-managed file system, UI feedback like icons jiggling, pages subtly bouncing or stretching when you scroll to the end, etc, etc, not to mention the App Store and entire Apple ecosystem that goes with ita thousand little deliberate design decisions which combine to give you such a dramatic departure from what other manufacturers were doing at the time. The competitors were always going to copy some (not necessarily all) of these ideas to try and deliver a similarly compelling user-experience. Steve, the business man, knew that I'm surelet's remember that he himself once said 'we have always been shameless about stealing great ideas'. But the sensitive creative side of him couldn't stand to see others rip-off his own creative work.
His response to Android was an emotional one, not necessarily a completely well-reasoned one. I can appreciate that, but I don't share the view that Tim Cook is now somehow betraying Apple's vision by reconsidering the 'Android must die if Apple is to win' mentality. Perhaps a more level-headed approach is exactly what Apple needs right now.