It took a long time to realize that the most compelling devices have good, well maintained software.
I don’t mean to say that software devs are geniuses or that these orgs have to hire the best of the best. No, they just need to create an org that prioritizes software dev. Low attrition, increased visibility, the usual. You don’t need fancy new features. Just make sure the intern who wrote your v1 Bluetooth driver feels compelled enough to stay on to become a staff engineer running a team that still assures bugs get fixed. Simple.