Like Apple is not the only mean for computing, aeroplanes do face competition: you can walk, drive, cycle, etc. You can also own your aeroplane if other people scare you.

But the way I see it, Apple is more like one particular air company which operates aircraft without seats or windows, where customers are blindfolded, then strapped very tight on top of one another. That can be very safe travelling, and quite unpleasant at the same time.