[slantyyz]

Um dude, I recommend that you take a marketing course.

Just because they are in the same larger market doesn't mean that two products are "real" or "direct" competition.

Do you think BMW considers a person who buys a Corolla (and can't otherwise afford a 3-series) a lost customer?

[Symmetry]

If BMW was the only car brand out there, then yes the emergence of the Corolla would actually represent new competition.

[slantyyz]

While they may be the most successful to date, but Apple isn't the first or only company to release a tablet style of device.

That's not counting the pre-announced devices from every one else.