Differentiation can equal huge profits, if it can be maintained.
The iPhone X is a quintessential Apple product, because it is the best; is there a market for iPhone 8?
Google went wrong in the past by abandoning their horizontal business model; are they repeating their mistake, or does the future give them no choice?
The iPhone 6 is going in the opposite direction that Apple’s critics think it should: more expensive, not less. It will work because Apple owns the high-end.