Try beating Apple and Google’s silver tongue in their image-building game, going to be difficult though.

Win the opinion leaders’ heart.
They shouldn’t be too defensive. Less talk, and deliver products faster after announcement. Leave the image that they’re ruled by corporate businessmen lustful for money and think every technical problem can be handled with sweet talk. Words are cheap.
Instead, try starting image of company ruled by altruistic young generation engineers who prefer personal growth, future and self-discovery while getting profit as a bonus, instead of the other way around.
They’re friends, good guys, anti-establishment.

GIve new toy quick and give better price/value (e.g: longer software update support).