I think Apple's strategy with the iPhone is (or should be if it isn't already) to leverage their enormous war funds to build unique competitive advantages. The

I think Apple's strategy with the iPhone is (or should be if it isn't already) to leverage their enormous war funds to build unique competitive advantages. They used to do this with software. That's why we have OSX and iOS. They've expanded that to hardware already. The AX Processors, other smaller chips, camera. The screen is a natural extension of this idea.