"This is not an emerging business. In fact it's gone so far that it's in the process of consolidation with probably two players dominating everything, Nokia and Motorola." Such a late phase in the market offers extremely thin margins, which force smaller competitors and newcomers to lose lots of money. "There is no likelihood that Apple can be successful in a business this competitive," Dvorak writes. "Even in the business where it is a clear pioneer, the personal computer, it had to compete with Microsoft and can only sustain a 5 percent market share." The advertising and pricey marketing required of companies in the handset business is nothing like what Apple has experienced, according to the columnist: "It's a buzz saw waiting to chop up newbies." "The problem here is that while Apple can play the fashion game as well as any company, there is no evidence that it can play it fast enough. These phones go in and out of style so fast that unless Apple has half a dozen variants in the pipeline, its phone, even if immediately successful, will be passé within 3 months." Apple survives in the computer business due to high margins, but those margins cannot exist in the mobile phone business for "more than 15 minutes," according to Dvorak.