They did a LOT wrong, including thinking their 'customer' were the phone carriers, betting that Nokia understood those 'customers' better, and betting that Appl

They did a LOT wrong, including thinking their 'customer' were the phone carriers, betting that Nokia understood those 'customers' better, and betting that Apple wouldn't be able to make any meaningful inroads without the carriers. Apple mostly went around the carriers initially and for the first time consumers started buying phones without a carrier contract in meaningful numbers. Nokia were proven wrong, hubris got the better of them.