At first, I was thinking Apple is INVINCIBLE and nobody will ever surpass them in market share in North America and mobile profits. I saw a chart dating back to 2009 when RIM was still on top in NA before Android and Apple surpassed them shortly after for mobile OS and OEM hardware sales. Apple was about 18-19% back in 2009 or close to same globally right now. Looking at record numbers and profits, eventually iPhone users becomes over saturated which means less growth.
I do believe Apple is a forever company like Disney is. But to say they have the best all-around phone, I think they lost that title about three years ago. The latest iPhones have only been one of the Top 5 best but not really the best. I was watching a comparison between a Microsoft Lumia 640 (2015) vs iPhone 5s (2013) and was quite amazed how well the Lumia held up. A $30 phone vs a two-year older flagship that still can cost $200+ if you want it USED.
I was thinking it will be the Apple LOYALISTS that will keep their brand lasting forever being on top with mobile profits. But there were loyalists for Nintendo, Nokia, AOL, Sony, BlackBerry (BBM), and so on. They still have some of them now, but where are these names now? So we can never be overconfident either with brand loyalists or recent record numbers in sales and profits.
I just showed everyone here an article and chart of where Nokia was around 2007-2008. Greater market share than Samsung ever had and much longer on top. This company fell from grace less than half a decade while having brand loyalists, innovations like 3G networks, record volume/profit numbers, etc...
Again, I will never forget the 20-year old kid back in 2014 in my job next to me who didn't know what the hell a Sony Walkman was. Born 1994, the only portable music players we probably knows are iPods. And I have a second cousin who is younger who didn't know what an iPod from an iPhone either! Just like a generation that never saw Michael Jordan and Kobe Bryant play and only aware of LeBron or Steph Curry, there is a current generation that isn't aware of Sony's heyday. They only know Apple's current heyday and aren't aware of their past failures. Kids born in the 2010's may also lose familiarity with Apple someday picking their generation of idols and heroes. Apple becomes old like Big Brother, IBM. The changing of the guard.