>You can’t out-Apple, Apple. You just can’t.

That's not entirely correct. The thing is that Apple exists ONLY for its funboys. In other words, about 85% of the planet not only don't bother what Apple does despite any company's attempt, but many seriously consider Apple a bad company and will never buy the product. It means that 85% of the world are completely open to any high quality product in case it's not Apple. There is no need to out-Apple Apple. Despite its size, in comparison to the whole global market Apple is a niche company. Not to mention that both LG and Samsung as to video panels are ahead of Apple.

P.S. It's always amazes how American truly believe that the whole 7,5B population world lives in the same bubble and reality as this rather small in comparison 350M population country.