Personally, it's Apple I question the value of. Phone hardware is becoming commodity (how many pixels do you need in your image. Really.) And they don't get "it's the information, stupid" as well as Google. I know the vast majority will disagree with me on this (yeah, about $2T disagree!) Not an Apple hater. I just don't think they have done paradigm shift design in years. My $0.02 worth.
IMO innovation establishes market share, brand retains market share.
Apple doesn't (yet) have a disruptive competitor with a superior product, Apple has managed to remain the superior product, though IMO competitors have substantially closed the gap. Unless a competitor is clearly superior, brand will win the day.
Tesla has a similar advantage in EVs, first impressions count, and happy customers are loyal customers.
I'm not sure just a better smart phone is enough to disrupt Apple, it needs to be a better experience.
I still think there is a possible niche for Tesla in phones, with great battery life, great battery longevity, great security, great integration with the Tesla eco-system. But this doesn't relate directly to mission so it is a low priority, or no priority.
I would trust Tesla to produce a better experience, I'm not sure anyone else can, but it is so far down the priority list, that it may never happen.