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[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’s 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.