Many people like to talk up things like the iPhone as "betting the company", maybe rather than being idiots, these cell phone CEOs realised that the easiest way to make money was to milk their mostly captive audience for every cent they could? Why risk something new? And why does every narrative about the iPhone have to involve everyone else being idiots and Steve Jobs and (via some associative magical thinking) iPhone owners being so clever and tasteful. It's all a bit transparent.