Dealing with Ambiguity

Apple and their fans tend to view their products as the top of the market, with price and attitude to match (and this is helped by their competitors trying to undercut them with unrefined but cheap ripoffs).  Yet they clearly market heavily, which suggests according to the Advertising Curve that there's room above Apple for a better product, for even more money.

Which naturally leads to the question: considering an Apple product like the iPod Touch, what would be better, and in particular, enough better that you could actually sell them?