The iPhone could have been theirs all along, with all that that implies. But first they ignored the underlying technology, then Ballmer laughed at it (on national TV no less), then they fought it, and then they lost.
Ballmer will not be missed.
And they did move.
I was trying to create a startup based on PDAs at the early 00's (no luck, they were too expensive - the idea was flawed from day 1). There was Palm, and the two entrants: Windows and Linux. Palm had a once nice system that nobody wanted to program for anymore (accumulated too much cruft), Windows had a giant marketing campaign that made everybody hear about them (it was getting more known than Palm), but it was so bad that everybody soon learned to run away from it, and Linux got a steady monotonic growth from nowhere into almost-nowhere.
I felt like I was the only one in the world who realized
how great having Internet access was in my pants pocket.
Now Everyone is connected.