One thing that drives me crazy is how each competitor focuses on one or two things, usually hardware specs, and use those things to extol its superiority over Apple's offerings. That's like a car maker homing in on horsepower or number of cup-holders to sell a car.

If I were to run a tech company competing in this space, I would do the following:

1) Get rid of the nonsensical names. There's a good reason why car makers give their flagship cars a specific name and stick with it through the years e.g. Toyota Camry, Honda Accord. I don't know why these highly-paid marketers insist on giving their products a new name every quarter.

2) Show how sensible and easy it is to migrate away from a desktop-bound, expensive, heavy and loud computer. Show the customers how losing one's device doesn't mean the end of the world (cloud-backed storage etc), and how easy it is to migrate to a new device should the need ever arise.

3) Start a retail channel where my products can be experienced at the customer's own pace. Best Buy and all those stores are not the same thing because they are electronics retailers primarily interested in moving product and I cannot count on them to build a lasting relationship with my customer.