Apple Inc (AAPL.O) appears to be pushing toward designing its own microchips for the iPhone, a move that would give it greater control but inevitably affect its base of suppliers.
WHAT?!
"The iPhone now uses chips from a variety of suppliers including Samsung Electronics Co Ltd (005930.KS), Broadcom Corp (BRCM.O), Marvell Technology Inc (MRVL.O), CSR Plc (CSR.L) and Infineon Technologies AG (IFXGn.DE), analysts say."
Apple knows that they have TONS of competition out there. They're upping it a notch by specializing their own chips for the iPhone. Apple is focused on making the processor chip to use less energy with better graphis processing. In chapter 2, page 22, Apple is following one of the trends of "Generic Strategies."
We all love the iPhone, we love Apple, period. But when a company has HTC (Tilt, Touch etc, Sony-Ericsson, Apple iPhone, Blackberry, Samsung, Palm, HP iPaq, etcetera, etcetera...well that's RIVALRY. With the new processing chip, Apple is able to better compete with other companies and give their loyal customers another reason to stay with Apple products.
Score=Apple 1/ Competitors 0 *sigh* again...
http://www.reuters.com/article/technology-media-telco-SP/idUSN3053404020090501
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