Reality Distortion Tautology

When Apple launched the iPhone in 2007, they held a company-wide town hall meeting, which saw this gem of an exchange:

Someone from the audience asked whether Apple was concerned about cannibalization of business from the iPod with the introduction of the iPhone, and Steve answered that if there's going to be cannibalization of Apple, they want it to be by Apple.

Tell us this, oh Lord Steve (albeit 2.5 years later): How would it be cannibalization, if it were by some other company?