In that respect the market is probably more in their favor now than a few years ago. Since hardware and software have become mature this is the time to differen

In that respect the market is probably more in their favor now than a few years ago. Since hardware and software have become mature this is the time to differentiate with design, integrations (iot, payments, brand) and accessories. Essentially what Google tries to do, but usually fails at because it doesn't really make a difference for them and what xiaomi does fairly successfully, in some ways even better than Apple.