One thing you're missing is how the market came to them, partly through their own making. Laptops and PC's looked "corporate" Apple products (blue, pink, green computers anyone?) looked decidedly uncorporate. The iPhone looked so not like a Blackberry (with it's accompanying belt holster!) However, the "consumerization" of IT meant sleek personal design was preferred to corporate design. The iPhone helped breakdown that wall and now MSFT and others went out the side door and are reentering as consumer looking devices.