Just one of the many thoughts: The cycle of disruption – When product is not good enough (in disruption theory kind of sense) the market tends to be better for integrated player (e.g. Apple). If a product is good enough it tends to favor modularization. Modularization in turn leads to being open for disruption (not just) from your suppliers that integrate in some new way. And we are at the beggining of a new cycle with new integrated player.