> Apple and specifically Jony Ive started the development of a handheld computer in the early 90s. Apple was definitely not a second comer to that market.

That's an odd way to define "not a second comer". The Apple Newton was a PDA, but it wasn't the first to hit the market.

Sure, it was in development before that, but that's true of every device that was released in that generation. And besides, "first mover advantage" doesn't refer to the first to begin research on a product; it refers to the first to release a product into the market.

Well the Newton was the second attempt by Apple, first they spun off General Magic and then pivoted when GM built hype and Apple remained a minority owner.