So you're saying Apple hasn't innovated as much as we think. 1. They didn't create their processor: I admit, I'm not really into the hardware side of Apple, bu

So you're saying Apple hasn't innovated as much as we think. 1. They didn't create their processor: I admit, I'm not really into the hardware side of Apple, but really? http://en.wikipedia.org/wiki/Apple_A4 http://en.wikipedia.org/wiki/Apple_A4 credits Apple as the designer of the processor (and Samsung as the manufacturer). Yes, they collaborated with another company (Samsung) and bought a third one (Instrinsity) to own the talent, but that's not the point. That's like saying EA didn't make its games because they bought other studios. Apple wanted to make their own processor, so it collaborated with the companies it couldn't/didn't want to buy, and bought the companies it could. The result is that A4 has an 'Apple' name and only Apple gets to use it. What is "though they managed to brand it" supposed to mean anyway? 2. By create, I assume you mean 'designed'. Nobody will argue that Apple didn't manufacture it. So can you tell me who did design the first retina display? And which phone first used it? (I understand that 'retina display' is just a branding of a very high resolution display, but for the sake of brevity, we'll call it 'retina display'). 3. Yes, they're a software company. Yes, Samsung and LG are suppliers of their hardware. But Apple is the one putting those components together in a tight and neat little package that looks beautiful on the outside, and is powerful on the inside. Look at Samsung and LGs own phones. Why are losing share if they're so good at what they do? Apple is the architect, Samsung/LG the workers. Who deserves the credit? --- Apple did what it does best - sell you a product. Not parts; product. Apple always sells you a product. So instead of looking at each part and saying that Apple hasn't innovated there, look at the product as a whole and see what Apple has created that no-one else did.