Jobs is going to loose the smart phone wars just like he lost the PC wars.
I don't think Apple believes this needs to be a "war" where victory is determined by market share. They have nice margins, continuous growth year over year and plenty cash the bank ($50 Billion USD) all with a relatively small market share.
IMO Apple eats their own dog food and is going to continue making devices it wants to make, which at the moment aligns nicely with a profitable set of established and satisfied customers.
The road to ruin is always in good repair, and the travellers pay the expense of it. -- Josh Billings