Which is...good and will force them to innovate better, no? Case in point - Samsung was nobody a few years back, though they were very much popular as a 'budget' phone maker. But look at Samsung today, they make phones much better than even Apple's iPhone (though this is subjective) in terms of features, performance, etc. But what forced Samsung to become what they are today? Pressure from its competitors.
Competition is always good....(until they start suing each other).
You were trying to link that automakers might not be scared because Tesla might "only" become the Apple of cars (I guess implying that less marketshare is not scary). But Apple's "small" marketshare enables it to reap most of the industry's profits which is far scarier to competitors.
