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To: Humble who wrote (113017)	7/21/2012 10:29:13 PM
From: slacker711	2 Recommendations Read Replies (3) of 117521

By sticking with its own A-brand of chips, Apple can tout the fact that it's "custom silicon" and other marketing fluff. It isnt just marketing fluff. Apple customizes their chips to fit their exact needs. So they have always underclocked their CPU to increase battery life. OTOH, they drastically increased the amount of board space devoted to the GPU to allow for the retina displays and cutting edge gaming. The MSM8960 is a one size fits all solution that works great for most companies but Apple likes to ave custom solutions that fit their exact needs. Also, how much would the savings really be? Apple develops a single chip a year and spreads that R&D cost across more than a hundred million units. They also dont have to pay Qualcomm's margin. Maybe Q gets a better price from the fabs but I doubt the difference is significant. I would guess that there is some savings from integration but I doubt that Apple is going to move away from their custom solutions to save a couple of bucks. Slacker