I doubt Apple looked WindowsPhone 8 as a "rival" but they pushed iOS 6 and iPhone 5 to the market to give it more time in stores, this way they can get more out of marketing efforts.
However I bet quite many are dissapointed in iOS 6, actually one of my co-workers updated his iPhone 4 into iOS6 and said that if this is the update, im going to switch into another platform.
I told him that he should look for Windows Phone 8 devices as well as Android devices (bashed a little bit iPhone at the same time... Well actually just told him the truth and hes wallet agrees with me...
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The real key for Windows Phone 8 success will not be the failure of iPhone 5. It is to have really good products for Windows Phone 8 and to make it noticeable. Difference too Android and iOS: Why would I switch to WP8 from iOS/Android? This is a question that Microsoft would need to know the answer.
The OEM:s Nokia and HTC in the frontline should ask themselves what can we do better than Apple and Samsung? Can we compete with price or can we make something totally unique what no other can make. Something that really stands out and helps in the everyday situations.
But to think like "Ok Apple messed up, now everyone is going for WP8" its just silly and it does not work like that. First of all Apple actually makes fine products, they are not spec maniacs but they work and that is a fact. Windows Phone needs to work better and that is the way for victory and Windows Phone needs to understand the importance of marketing, not just Nokia but Microsoft, HTC, Nokia and the carriers all together working as a team.
The problems Apple has right now with iPhone 5 and iOS 6 does create a situation where Apples brand in peoples mind can shatter and it will lead to some people switching from iOS to another platform but that alone is not enough for Windows Phone.