quote: The whole of the corporate culture at Apple for over two decades has been dominated by just one key strategic aim: protect the brand. The great fear at Apple was that something unforeseen would come along and disrupt the Apple hegemony. That fear was so deep and all pervasive that it meant that when it was clear that the competitor mobile device markets were on the point of exploding in size and value Apple hesitated innovating for far too long and then made a timid defensive move with patent lawsuits.It tried to defend iPhone and the result was the compromise that is iPhone 5. It is painfully clear that the shortcoming of iPhone 5 stem from it trying to do the same job at the same time as the iPhone 4, drive touch based devices and drive down traditional PCs, and the result is that each new product experience, the iPhone 4 and the iPhone 5, are compromised to be the same. It would have been far better to innovate on iOS but Apple, consumed by it's embedded defensive culture of brand and lack of ideas, was worried that Android would disrupt Apple iOS and so it tried disastrously to sue Android manufacturers.Apple are making a truly profound strategic blunder. And that blunder underpins all that is wrong with Apple iPhone 5 and it's the reason that Apple will be declining player of consequence in the mobile device markets.