Apples focus seemed to be on the Ipod a few years back. If they started posting news on their website about the cell phone industry growing, would you really think "nah, they're just gonna stick with their main focus, the Ipod, nothing more...Apple get into the phone business? that's silly, cell phones can cause cancer"
New ideas and a growing marketplace! Now that's something to get excited about. Look at how fast the Bitcoin network has grown recently: