Indeed. Their business model needs changing. It's not just price, it's also the fact that they don't offer as many flavours of SoC, aka with different basebands

Indeed. Their business model needs changing. It's not just price, it's also the fact that they don't offer as many flavours of SoC, aka with different basebands or integrated encoders, to even compete closely with the ARM ecosystem. Technically they may now be able to compete, from a business perspective: not!