In 2007 a weak Apple with less than 4% market share in desktop operating systems and none in mobile phones was surrounded by five 800 pound gorillas – Nokia, Samsung, Motorola, Sony Ericsson and LG. These corporations controlled 90% of the industry’s global profits. The iPhone was introduced in 2007. By 2015, the iPhone singlehandedly generated 92% of global profits, while all but one of the former incumbents made no profit at all.
Apple, along with Google’s competing android system decimated the competition by exploiting the power of platforms and leveraging the new rules of strategy.