Its less about chips and more about software
These days it is getting harder and harder for generic chipset makers to attack markets like this, mainly because the chip is only a small part of the solution.
These days many phone and consumer appliances are designed by the vendors as a whole turnkey reference design including validated circuitry, software etc. All the product designer has to do is add their branding and maybe do the plastics for the case
The reference designs typically come from chip makers as a way to get their devices designed in to products. These also tend to lock in the product manufacturers.
Cracking a new market thus needs a whole lot of expertise in the market. Not something that generic chipset makers can achieve overnight.