Look how successful the first iphone was. No partners, no experience in phones, only basic apps and many features missing.

They simply released a phone which was innovative, slim, looked sexy and was crazy easy to use.

You build an innovative product which is way ahead of competitors. Here's an example list:
- finger print login
- solar panel on back combined with 'ultra' low consumption mode. I.e 1hr of solar charging = 5 mins of calls only.
- crazy long battery life
- crazy facebook integration and market it as a 'facebook phone'
- almost no bezel with perhaps a 'virtual software' bezel when holding the phone
- need keyboard. E7 form factor