Well yeah that's the whole point of vertical integration. To create one or just a few very polished "sought after" devices. In horizontal integration you have m

Well yeah that's the whole point of vertical integration. To create one or just a few very polished "sought after" devices. In horizontal integration you have many phones, some might be sought after more than others, but the user-base is distributed along all devices. Both models can work well as seen with the success of iOS and Android.