The company made of geniuses produced these slides.
Apple's competition, Cook said, doesn't know where it's going ...
Apple handed Samsung-busting nuke after Steve Jobs patent U-turn
Apple's too busy attacking all the world's Android device makers and Windows device makers at once. It's far easier to concentrate the attack on Google/Samsung and Microsoft.
On the other hand... consider the Sign Designer's belief about his audience's intelligence: "My audience is facing a need to be instructed for loop-arounds" or "My audience is so dumb that they need a sign to go straight ahead."