I think it's clear that Steve Jobs is fully aware of this. It's why he changed the name of the company to Apple Inc, just before announcing the iPhone - he was

I think it's clear that Steve Jobs is fully aware of this. It's why he changed the name of the company to Apple Inc, just before announcing the iPhone - he wasn't indicating that he was going to start building hundreds of different consumer electronics products - he was telling the world that a the iPhone and it's variants would replace most of them.