Certainly other companies need to do something about the mindshare that Apple is enjoying now, but I wonder how important that is going to be once Steve Jobs leaves Apple. His marketing based vision of the company will be difficult to be push by somebody that is not as charismatic as him (he has been described as a cult leader, which is not far from the truth).
While I agree that the numbers make the idea of an "iPhone Killer" somewhat silly, can we please put to rest this idea that Apple is driven by marketing? It's so far from the truth it's laughable. Apple makes products that are based on being designed for aesthetics and ease of use. The fact that they use well-designed marketing campaigns to promote their products is (and always has been) secondary to the design that goes into the products themselves. Besides, one would think that the landslide victory of the iPod in the personal music player arena would have driven home the fact that feature laundry lists aren't necessary for good appliance-type products, which is the other point that people who think Apple is all about marketing usually miss.
I'm not even sure what a good example of a marketing-based company is. Usually it seems more like shoddy companies just try to use marketing to shore up their shoddy products. My 2Â, anyway.
An Ada exception is when a routine gets in trouble and says 'Beam me up, Scotty'.