...you focus on building awesome hardware. delivering an android phone with slightly different UI elements isn't going to differentiate you from your competitor.
Problem is that the hardware isn't really all that different. Look at phones and tablets - they're converging to pretty much the same look - thin mostly-black slabs, with rounded edges and big touch screen. Most platforms have the same sensors (accelerometers, GPS, etc.), similar screens, etc. That's not enough differentiation.
Why do people buy iPhones or Androids? It's all about the apps, the community, the experience, making a fashion statement. Pretty much everything other than hardware. The hardware's just something that's expected to be there to facilitate all the rest.