True but I believe Motorola's aim is to target the entire consumer segment - low-end to high-end. Motorola's own OS was old and outdated, so they're betting big

True but I believe Motorola's aim is to target the entire consumer segment - low-end to high-end. Motorola's own OS was old and outdated, so they're betting big on Android which is why we'll probably see 20-30 devices ranging from $199 to $599 (un-subsidized) all with different capabilities. Apple's doing really well because they've carved out a niche for themselves. The 18% market share in Smartphone Market equals to about only 1% of the entire Mobile Market. Motorola held a 30%+ market share in the entire Mobile Market not too long ago which is what I guess they're setting their sights on again. As far as developing 1 phone to rule all: Apple's very uniquely positioned and they're probably one of the only few companies that can pull this off. The ecosystem they've created around iTunes is very powerful. I've used a Nexus One, Palm Pre over the last few weeks and even though they are fantastic devices I'll still switch back to the iPhone because I have a fantastic Desktop Counterpart i.e. iTunes.