It's only a matter of time until the screens get big enough to sneak a decent processor and a real OS along. Hopefully foldable screens as in minority report. I don't think jobs is trying to be #1. Maybe failing the first time around was too traumatic.

Not saying that's a bad thing. There are definite advantages to being #2 or 3. But the approach is very different & they probably don't know how to do anything else.