They also have one of the world's strongest brands, with a lot of dedicated customers. They don't have to compete on price, so despite having 13% of the global phone market, they are making 75% of all smartphone profits: https://www.imore.com/apple-takes-75-smartphone-profits-desp...
I am not an Apple fan and own none of their gear, but even I can recognize how Apple would be a formidable player.
Those wanting more should look at two recent articles from Jean-Louis Gassee. One where he makes the pro case: https://mondaynote.com/apple-car-software-and-money-51f86a33...
And one where he makes the anti: https://mondaynote.com/apple-car-bad-idea-after-all-94689476...
You say your not an Apple fan, but really sounds like you've been hanging out the Apple Store a bit too much lately.
> Apple would be a formidable player.
Hehe. Stop.