I don't think Apple's competitors believe that the iPad Pro is better than their product. The sheer marketing and brand loyalty are what worries them. Loads of people I know will buy Apple products just for the logo, even if another device would do what they needed better. (Not saying that this is everyone, but just an observation)
They can deliver a superior user experience with superior support. Wake me when there's a Google store nearby or a Ms store that has technicians on site in thousands of locations.