Don't quote me on this but this seemed to be the consensus in the spring pad shutdown thread right here on HN. How is this any different? Well, Apple doesn't sell nearly as many phones as Samsung but they are probably an anomaly as they have high margins and are sitting on a huge pile of cash. They can afford to tough it out. I see your point now actually. I doubt if Apple ever needs to be in "first place". They are doing perfectly well where they are and I guess holding a fourth to fifth of all app phones is a pretty good spot when the bill of materials is less than $200 and the sale price is $600.

https://news.ycombinator.com/item?id=7829901