Apple's position at number one has impacted their innovation and creativity for some time. The last time they felt threatened was in 2011 when Microsoft launched Windows Phone 7 on the world and iOS looked incredibly dated by comparison. For balance, so did Android.

Apple's answer was iOS7, the last big visual overhaul of iOS which turned it from a land of notebooks and green felt into a clean looking operating system worthy of its lovely hardware. They also launched the lower cost iPhone 5C alongside it.

Since then hardware stats continue to rise but iOS hasn't gotten any better. The iPad in its market of one hasn't had a meaningful update for 5 years and the Watch took a decade to see any changes.

Apple getting more competition will force them to innovate more and become more creative which in turn benefits us as customers by getting better products. Win/win.