Then they need to innovate and create something outstanding...

There's the snag. Anything they innovate or create that's outstanding will 100% be anti-consumer. That, or their version of innovation will be forcing an update to your system that pretty much brick it to ensure you buy a newer model (at least for countries that don't have strong pro-consumer laws). I can count the number of companies on a single hand that I would trust not to do that.