The article says they're not aiming at Apple. Instead they're actually jumping, feet first, into the commodity smartphone market. Which might seen suicidal, but, again as the article points out, that's where Scully actually excels (and probably why he didn't get as far with Apple, which was never commodity based, when he was at the helm.)
Essentially he's going to be selling nice, but not spectacular, Android phones, and using branding to differentiate the phones in the market. And he'll probably make a success of it because instead of having the overhead of a giant electronics company to contend with, unlike say Samsung, he's just having a third party put together a design, then outsourcing the manufacture of the thing, concentrating largely on quality (which affects brand) rather than features (which doesn't.)
It's not actually that exciting to nerds. The news is probably orgasm-worthy though if you work in marketing.