In fact, when they make a new car, they send one to BMW, Audi, Volkswagen etc. and expect them to do the same in return. As if saying: "You're going to do it anyway, so here, have one."
I assume something similar might be going on at big tech companies such as Sony or Microsoft. But I do not think they know what their competitors are planning for next year other than observing what trends are currently hot and what new technologies are becoming available.