Which competitor do you have in mind? Users cannot install Android on Apple devices and vice versa, your app repository is decided at the moment you buy the device, and I don't see any other competing Play Store. Not to mention - have you ever tried to disable Google Play Services in your Android phone?
This competitor is also in a completely different market segment.
Is there anything but Google (for this purpose I count anything with Google Play) in the <$400 market?