The core problem for Apple is that it is primarily a marketing company, not a technology company. It has, since Jobs returned all those years ago, focused on one message: "you may have been uncool in High School but if you buy an iSomething you can be cool now." Unfortunately the message is wearing thin, younger people aren't fooled as easily as the consumers of yesteryear, and the fundamental "closed universe of Only Apple" doesn't play well in our interconnected world. It's a strategic dilemma for Apple, and not one that can be solved by choosing a different CPU.

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