I don't doubt your experience, but out of curiosity, what led you to the conclusion that branding is "absolutely necessary"? It seems to me that the presence of a name on black rectangle wouldn't matter to the average consumer. I get that there's a percentage of the consumer market that wants to advertise that they're rocking an Apple/Samsung/whatever device, but I would think that price/performance would be the major factor. Of course, that's probably why no one has ever put me in charge of marketing strategy.