They have some of the high end, competing heavily with Samsung's Galaxy S line and the occasional high end phone from other manufacturers. There's a
lot of space in even the high-end market that's not owned by Apple, never mind all the lower markets.
Just because tech magazines really like them doesn't mean they actually have most of the market.
If you really want to go look for something to pick on... go look at how US telecoms companies fuck over the market by directly selling phones tied to contracts, making it incredibly difficult for a manufacturer to sell a phone if the telecoms companies don't want to put their weight behind it.