[Disclosure: Microsoft is a client of the author.]One of the mistakes OEMs seem to make is that when they come up with a new and unique design they don''t market it very well.
For instance, I&m convinced the Motorola Moto Z is better than an iPhone for most people, thanks to the modular accessories.
Since it a different kind of form factor, it requires a much more aggressive marketing campaign to make people want the difference.
But vendors like Motorola just never seem to budget that level of effort…and the result is Moto Z sales lag significantly compared to Samsung, Huawei and Apple, who have more cookie-cutter products.