No, they are the guys that created the whole game field as a massive market niche, coming from completely outside that market, and then 2 years later they jump started another market (tablets) that they pretty much own to this day.
Or, the guys that have another announcement on 9/12, with predictions for their biggest selling device ever, outselling previous models (that each outsold the previous anyway).
It's not like the fact that the other guys "run four or five different formations and pass all over the field" worked well for them in the smartphone/tablet market.
They used the same "four or five different formations and pass all over the field" in the PC market and it's now commoditized to death with minimal margins (ask Dell, HP, Lenovo, etc).