Apple are just milking it for the last couple of years that they are on top. They can see that Android etc is on the up. I was born in 1975 and have seen numerous brands be the top of what they do for years then vanish into total obscurity. Apple know that people who buy iphones won't, on the whole, look into the background on anything they say. 95% marketing, 5% product. That's how they work.