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Mxv
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CEO
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
Mxv   8/9/2012 2:54:26 PM
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In the long term being an Apple supplier can't be all that good for business. Sure there's higher volume, but Apple is going to squeeze the heck out of your margins. You'll be forced to sell at cost just to maintain the socket.

any1
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CEO
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
any1   8/9/2012 2:07:34 PM
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All of this reminds me that some months ago Neil Young (the musician) claimed that he and Steve Jobs were hatching a plan for Apple to offer higher quality audio. Do we think now that idea died with Steve Jobs?

junko.yoshida
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Blogger
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
junko.yoshida   8/9/2012 2:06:38 PM
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If that's the theory (and I think you are right), the next audio codec socket in Apple products will go to a Chinese company, who can cut the price and power. No?

bordersboy
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Rookie
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
bordersboy   8/9/2012 1:33:22 PM
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exactly, its all down to price and power

bordersboy
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Rookie
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
bordersboy   8/9/2012 1:31:12 PM
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the sound quality on a phone or music player is totally irrelevant and Apple know that. Price and power matter more and how subservient they can make the supplier, how else do they make the profit because its not passed onto the consumer. Take any Apple product appart and its put together from low cost parts same as its competitors

bordersboy
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Rookie
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
bordersboy   8/9/2012 1:28:51 PM
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wolfson were designed out by Cirrus on price not performance.....

bordersboy
User Rank
Rookie
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
bordersboy   8/9/2012 1:27:04 PM
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Apple buy on price and performance. The audio footprint stuff is irrelevant as Wolfson used to have the slots until undercut by Cirrus. Watch out and soon you will see a cheaper asian solution in the slot. Remember MP3 coding removes the best devices benefits. Power consumption would matter more

elctrnx_lyf
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Manager
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
elctrnx_lyf   8/9/2012 8:55:09 AM
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I think many companies would be delighted to win a socket in apple product. And they could just become big like Apple with in a year or two. But is it really that easy. I feel only one who gains is actually Apple.

GREAT-Terry
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CEO
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
GREAT-Terry   8/9/2012 3:54:17 AM
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Interesting. Without seeing/hearing the Dialog's new PMIC with integrated audio, it is still hard to say if Apple will switch. I believe Apple cares about the audio quality but this may not be the case in Samsung. So, if Curris keeps on doing well with the audio while it also can simplify the design, they may not need to care about the PMIC integration. They however can build another PMIC to compete with other PMIC giants. As far as PMIC, I wonder why Maxim can't get in Apple. Is it because Apple just won't pick what Samsung has picked?

junko.yoshida
User Rank
Blogger
re: Replace Cirrus’ design slots in Apple? Fuhgeddaboudit!
junko.yoshida   8/8/2012 11:16:41 PM
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Thanks for a great summary. I see these are well-recognized diverging paths. And yet, when I heard a few people speculating that Cirrus, too, could potentially integrate PMIC into their audio chip, I wanted to find out if that's really an option. For now, it doesn't seem like a scenario that is panning out as far as Apple is concerned...but then, are we saying that "jack of all trades" chips -- i.e. Dialog's new PMIC with integrated audio --has a scant chance in Apple products in the future?

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