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02/16/09
A similar strategy was employed during 2002-3. Apple was running the "Switch" campaign which got a lot of press but, after a year, it was discontinued after Apple lost marketshare. This wasn't because Apple sales were down; more people were buying PCs than Macintosh computers during that time (an argument can be made that at this time Microsoft and Apple were to some degree in competition in pre-Boot Camp days). Apple was trying to convert (PC) users instead of creating new users.
We're not going to see a lot of phones here because this isn't where the fight is. It's in China and India.