If your want to sell on the east coast (Apple), you need to put your product in wooden boxes no larger than X and documentation must be written in French, and you must have 10 employees that speak French.
If you want to sell to the West coast, you put your product in plastic bags, and everything is in Spanish, and your employees need to speak Spanish.
Yes, you have two competitors, but reach had a unique customer pool, and each had the sole power to let you access them. You must build your product and hope they purchase it (and keep it around), otherwise your business doesn't exist... You can't sell your product to anyone!
You have no negotiation power, if you're not promoted in store you can't leverage your power as a seller (they have all power, as long as they do not violate any actual law)