Misunderstood

This is WHY ( forget the foolish adjective - Cool ) i love Apple:

Any Start Up in the world can go against Apple, based only on sheer creativity, and it will be competing only against Apple. Now imagine that same company competing with Microsoft or Goole. It won't be competing directly with those two giants, but against a myriad of big pocket companies, you know, SONY, Samsung …, you get it.

So Apple depends only on its shoulders, or creativity, if you prefer.
That is courage.