Apple isn't being "disrupted". It's going through the exact process it expects and plans for. Apple can't be Samsung without ceasing to be Apple. So it must continue being Apple. Apple's mistakes during the 90s were to try to compete on price and then to license its OS (imitate compaq then Microsoft).
Bear in mind that christensen's theory of disruption is more deadly to samsung than it is to apple. Modularization will eat the guy whose business model is makig bazillions of different models with no real value add before it hurts the guy with a premium brand.
Indeed, one could argue that apple's biggest danger is to be perceived as the big ordinary brand, and gaining too much market share, especially with cheap products, would do exactly that. (But Apple avoided this with the ipod -- no mean trick.)
BTW no-one except samsung knows if samsung makes more profit than apple in mobile except samsung. You're taking punditry not in evidence and quoting it as fact.
Bear in mind that christensen's theory of disruption is more deadly to samsung than it is to apple. Modularization will eat the guy whose business model is makig bazillions of different models with no real value add before it hurts the guy with a premium brand.
Indeed, one could argue that apple's biggest danger is to be perceived as the big ordinary brand, and gaining too much market share, especially with cheap products, would do exactly that. (But Apple avoided this with the ipod -- no mean trick.)
BTW no-one except samsung knows if samsung makes more profit than apple in mobile except samsung. You're taking punditry not in evidence and quoting it as fact.