This is a nice article about how Apple is changing the Android/iPhone debate away from an ‘open vs. closed’ framing, towards a ‘fragmented vs. integrated’ argument. It’s nicely illustrated in this quote from Jobs:

We think the open versus closed argument is just a smokescreen to try and hide the real issue, which is, “What’s best for the customer – fragmented versus integrated?” We think Android is very, very fragmented, and becoming more fragmented by the day

This kind of repositioning can be crucial to brand and product success – 37signals give a nice political example too.