When Apple reported earnings and information from fourth quarter sales, the company may have been surprised to learn that its stiffest competition was…itself. While other tablets certainly put up a valiant fight against Apple, Mashable reports that the company stiffest competition against the Apple iPad was…..the Apple iPhone.

The company reported that when numbers fell in the fourth quarter for the iPad2, from 64% to  57%, it wasn’t because consumers were purchasing tablets from different manufacturers. Rather, consumers instead opted to purchase the iPhone 4S instead. When the iPhone 4S was released in October 2011, consumers opted for the newer phone model in higher droves than those looking to purchase the Apple iPad2. This could be because phones are generally more of necessity for the average consumer than tablets are, which are considered more of a luxury than a necessity.

In another interesting Apple news twist, Tim Cook, Apple’s CEO, stated in the news media Friday that the company sold more iPad and iPhone devices in one year than it sold Mac computers over the last 28 years, according to Mashable. These numbers are all a testament to the overwhelming popularity of the Apple brand, with no end in sight for the tech company.