Re: @Steve Hersey
There are ways in which an OEM can differentiate its product. For example, given you generally have the phone with you all the time, a point of differentiation could be the quality of the camera on the phone. Phones are generally butchering the low end compact camera market (despite what many think they cannot butcher all of it due to quality issues and the laws of physics) and so a phone that clearly produces much better photographs (less fringing, better low light response etc) can therefore make a difference. My money would be on Sony in this department for the Android crowd given their constant innovation in the camera sector. Their A7 and A6000 lines for replacing typical DSLRs and the RX100 MKIII for the pocketable (ish) high quality compact market.