But since Apple already dominates smart-phone sales through existing partners, "sooner rather than later, Apple is going to have to look to find incremental distribution, " said Bernstein analyst Toni Sacconaghi.
"Sports brands in China are generally slow to understand demand from end-consumers because of these multiple layers of distribution, " said Alfred Ying, analyst of Piper Jaffray Asia Securities Ltd.
Microsoft needs hack a third off Surface RT prices and widen distribution to give the fondleslab a fighting chance to compete, said equities analyst Detwiler Fenton Group (DFG).