I think there's several arguments why Apple would not want to attack this niche market. The strongest one is talent dilution. If they poach talent from existin

I think there's several arguments why Apple would not want to attack this niche market. The strongest one is talent dilution. If they poach talent from existing teams, then the new project must be more profitable to make that a good idea. Building a new team from scratch is not an easy task - you need management that can guarantee the same level of productivity/QA that other teams have. The team leads that can produce this kind of top quality are rare - why would you spend them on the niche market instead of advancing your main product? (unless they can find a leader who is only interested in the camera niche) The second one would be the profitability of this niche market. Why wouldn't Apple just invest money in P&G stock(or whatever, I don't know much about the stock market) - do they really expect the investment into the camera niche market to bring better gains? I know Procter & Gamble owns a ton of brands, and I don't know if there's any cross-effect when one brand fails. My suspicion is that Apple won't be able to get away with low scrutiny, even if they spin off their own "NotAppleAtAll" cameras. This may be a third concern for them. Less related, but many of P&G's products are direct competitors, e.g. Ariel and Tide laundry detergent. Perhaps that's just not a business model that Apple is interested in pursuing?