A marketing guru once said that "you can't beat number one". So don't even try. You know, Hertz and Avis... "We try harder" (but we know we'll always be number two).
But... In the eighties, Nikon was the unchallenged champion of the pro camera market. Then Canon made better autofocus, and for many years they were the Big Number One. But then in the naughties Nikon made better low-light cameras (the D3), and they took the market back!
On the other hand, nobody, not even the mighty Microsoft, has managed to take a good bite of the MP3 player market. Apple and iPod owns it.
I think that what it boils down to is:
You can beat number one. But you can't do it with marketing. You have to have a product which in some important aspects is clearly, demonstrably better, at least to some people. Or in other words, an important niche at least.
That is how Apple made a good living side-by-side with Windows in the Nineties. Everybody else were killed off, but Apple's Macs had some charm and usability advantages which gave it 5-10% of the market, and they lived well, even if they didn't dominate.
So aaaall those companies (50?) making me-too tablets now (2011), they won't make it. Only those who have a unique feature which will make some people choose it over the iPad, will survive. Heck, it's possible one will beat Apple to the number One spot, but it's unlikely. And frankly, who cares? Do you want to beat everybody else into the dust or do you just want to make good products and have a good business? Personally I think the last one must be much less stressful in the long run. I mean, even as number two, Steve Jobs was a billionaire, and how much more than a billion dollars do you really need?