It's not that the machines were ugly or badly designed (albeit not as good as the 80s heyday), but they were unable to compete on price/performance and OS tech

It's not that the machines were ugly or badly designed (albeit not as good as the 80s heyday), but they were unable to compete on price/performance and OS tech stack, and that in turn was making them uncompetitive in application support, which would likely have killed them. It's an interesting alt history - who would have won with no Apple around? I reckon we'd all own a lot more Sony and Nokia gear, it's possible the Cambrian explosion of weird featurephone form factors would have carried on a lot longer, perhaps the black rectangle form factor would never have won out.