"Take on Apple"
From what I'm hearing from mobile developers, the phone manufacturers are not only going to take on Apple, it looks like more than half these companies are going to be at risk of also being killed in the stamped!. Apparently there's around 170 different Android phones already on the market or just entering the market!. That's nuts, I don't see them all surviving that kind of gold rush, but then Google have also said 300000 new Android phones are being activated per day! So maybe its just a case of them not earning much per phone model, but still earning a lot of money.
It also doesn't look like its going to stop any time soon, as the hardware companies are releasing some amazing next generation chip news. Some of these chips in the next 18 months will be bloody fast.
The frantic rate of change in mobile is making desktop hardware development look like its asleep by comparison. I'm sure Apple will also up its game as well to keep up, but they are going to have one hell of a battle to stay in front. I don't see how one company (no matter how big) can compete with so many other companies all rushing in the same (Android) direction.