Apple is also credited by Fogg for the creation of the current mobile content market in the shape of the App Store. "Before Apple, mobile content meant ringtones and wallpapers (mainly) with the odd Java-based game. Now, it's a massive market that's so attractive the world's largest media retailer, Amazon, has created an app store and is becoming a mobile device maker too with the Kindle Fire."

Many companies would have found themselves in the position of an Apple competitor without even really trying as Cupertino branches out into other areas, Fogg argues.

"To compete with Apple is far from easy. Those that wish to play that game must focus on the long term at the same time as making money in the present. The real challenge though, is that I'm becoming less and less sure that this battle is one that any company can avoid. Apple is constructing a grand portfolio that ties together publishing, movies, TV, music, telephony, Internet, games, consumer electronics, payments, photography, computing, etc. etc," said Fogg.

"Some years ago I would have advised some firms not to compete with Apple, and instead to find a different and less congested market. I'm no longer sure that's an option for most," Fogg said.

Apple is expected to announce for its fiscal fourth quarter 2011 in a few weeks' time.