though the 80% figure being thrown around for Android was global (I think),
That might be why every mention of the new rumored plastic iPhone also says "aimed at Chinese market".
As for whether or not Apple is still Apple, I feel like TV/Movies is the next logical market to try and hook into and I'm not sure they have a good strategy for it. I don't think iTunes is a good strategy, it's no different from Amazon (not including Prime). What they need is their own version of Prime. People expect something for nothing these days or at least for cheap. If they stick with the Purchase/Pay Per View model I think in the long term they'll be stuck out in the cold when it comes to media consumption.