Once the sales fall away, it is incredibly difficult to reclaim them. Palm tried and failed, Nokia tried and failed, Ericsson tried and failed, BlackBerry tried and failed. For Samsung to chart a new course would have required it to disrupt itself – to be radical in design, to be different in distribution, to be decisive with carriers, and to offer something contemporary and unique to consumers. In essence the South Korean company would have to refuse every safe option to avoid the fate of those before it.