Seeing the laundry list of competitions in the semiconductor market, what would you say is the biggest market entry threat competitors like AMD and NVIDIA face?

I'm along the lines of competing bids from various private organizations such as Sony and Microsoft with their upcoming 9th generation gaming consoles. Another example that came to mind is Apple and Samsung products, i.e. phones and TV's processing chips. The best performance with the cheapest prices tend to win contracts, sometimes exclusive contracts.