There's another option: realize you aren't going to win overall and focus on exploiting a niche market. Lacking the scale and ecosystem halos of Apple and Ama

There's another option: realize you aren't going to win overall and focus on exploiting a niche market. Lacking the scale and ecosystem halos of Apple and Amazon the default move for Samsung et al is to put out small runs of of high spec, low margin machines that sell to enthusiasts and uninformed consumers. Keep a decently reviewed product line alive and in the black for the future when hopefully corporate or government sales explode and you have a shot at a bigger market.