While they are still making profit, unlike nokia, I believe they have gambled on the wrong feature. I love my HTC One X, but seriously, who makes use of a quad 1.5Ghz CPU in a phone? True, this is not a server chip, but I'm pretty sure a dual core would have been more than sufficient.
In my opinion it would make more sense to have sleeker user interface features, more battery life and or better camera etc.
So between the software lock-in "features" of IOS & the superior implementation and marketing of Samsung the third player loses because they are competing for the same segment.
Who knows, maybe windows will save it. At least it will be different and not easily comparable. A different quality product would not necessarily compete for the same customers.
Give us usability, cross device sync, larger than 2GB file support, playback of popular .mkv formats, give us the option to remove "features" we do not want...the list goes on, there is real room to innovate here, if there wasn't why are there so many mods for android out there?