Apple certainly morphed, but Microsoft could have done some of that. Ultimately Apple is still Apple, and seen as a technology company, even though they really sell lots of devices that aren't PC-type computers.

Microsoft fumbled lots of their chances to jump into phones, get search working, to evolve the OS, etc. However, they have still grown in areas, and while I don't think they'll get 90% of a market, they can do well. I am hoping Windows Phone does well, but it seems that whole launch and push has been somewhat mishandled.