What's with the financially illiterate assumption that profit is a zero-sum game? It's not. I'm sure that chart would look very different (and more meaningful)

What's with the financially illiterate assumption that profit is a zero-sum game? It's not. I'm sure that chart would look very different (and more meaningful) if it wasn't mashed into percentages. Even if you used this faulty logic, the chart to me says "Apple stealing Nokia's share of profits", not the entire phone market. Were Nokia and Apple placed together in the chart, this would be clearer.