It might look like that, but Apple hit mobile phone market with product that didn't exist before and a really good one. The real problem start when they have grown enough and met the market like Nokia.

Iphone OS hasn't really done anything amazing in 3 years time. Nothing that WM7 couldn't fight in USA and nothing that Nokia's fresh UI with MeeGo couldn't win it's market share back partly. Not to even talk about Android.