onyx boox max 2:- is this a bootloop?

Booted up my onyx today and it just went on an endless booting process without getting anywhere. I haven't done anything to it (updates etc). When I try a factory reset it doesn't work. When I hold exit button and power as variously suggested here - no joy - just an occasional return to ONYX splash screen and then back to endless bootup....What do I do?
Thanks in advance for any replies/help