With the latest batch of offerings from such as Sony, Samsung, HTC et al, Apple must have noticed that they have been somewhat overtaken.
Larger crisper screens, faster processors, innovative features, and of course an ability to take memory-upgrades via cheap micro SD cards, which bizarrely Apple has never seen as an important consideration.
Watching a video of Sir Johnny Ives telling us how brilliantly crafted they are is no longer cutting it.
If they don't realise all this, then it's surely corporate suicide. iPhones, ipads and ipods are the mainstay of their business, because their computers have always been (and are likely to remain) minority-interest products, so with the former they need to stay ahead to survive.
What's their next move?