If it gives Apple a drool-worthy way od doing something that no-one else can, Apple will take it. That's part of what makes Apple Apple, they go out on a limb and gamble on doing something completely different that will attract customers.

"No-one wants an all-in-one computer any more." Apple's original iMac goes on to be Apple's best-selling line ever. "No-one wants a computer without a floppy drive." iMac again. "Making the OS display everything through the 3D chip is counter-intuitiv and a waste of resources." Apple's Quartz has been reborn as compiz and Aero for other platforms, and they're much in demand -- interface bling sells. "No-one would buy a portable media player that can't play Windows Media files." The iPod is a closed platform and can't handle WMA or ogg or anything but MP3 and Apple's own formats, but it now owns the market. "A smart phone without a keyboard will never sell." iPhone. You have to admit, the iPhone does things that no other smart phone can, and you have to go through Apple to get apps onto it, and it's totally incompatible with the Windows Mobile and Symbian stuff out there, but by gum it happens to be flying off the shelves.

And don't forget the Oppenheimer comment. Whatever "trick" Apple have up their sleeve is going to cost them revenue, but they obviously consider it worth the gamble.

Altivec Velocity Engine. FTW.

I liked this item: AppleInsider | Could NVIDIA chipsets replace those from Intel in next-gen Macs?

It points the finger at NVIDIA who have been unusually silent in promoting their latest technology.

This would account for an erosion of margin if Apple rearranged its innards without a price hike. And performance gains in a number of areas. Very nice.

[quote=Brains;595508]You could have just linked to the post instead of quoting the entire thing verbatin

I was merely trying to be helpful for others to read the article in its context.

I'll know for next time, hay

Apple may very well move to a nVidia chipset, but I can't see how that would cut into margins or leave the competitors "reeling". Unless it's an exclusive, but there's no signs that this is the case.

My outlandish guesses for what's secret feature for their new machines:
1. Hardware H264 encoder/decoder chip
2. Hard disks with large memory buffers (4/8/16Gb) or big moves into SSD

Guess we have to wait and see apparently partners that sell iPods and Macbooks/Macbook Pros have been told they should stock up now for 3 weeks for supply needed for Macbooks and Macbook Pros and 4 weeks for iPods as they are winding down the manufacture of them.

This is interesting, what do you think will happen here, two Apple keynotes? one Apple keynote for iPods and just a refresh on the website for macbooks like previously?

The MacBook refresh does not appear to be small so It's more likely if there is one keynote it will be for the Macs and not the iPods, IMO.

With a name synonymous with the Manhattan project, you would think Apple's CFO would talk sense.

On the other hand, I think the above is pure BS.

No company deliberately does stuff to hurt their revenue, and that includes Apple. Sure they might invest now in a new product line that will IMPROVE their revenue greatly over the next 5 years, which might cannibalise their revenue SLIGHTLY over the next 1 to 2 years. Do the maths and it works out as a net improvement to revenue, not a net "hurt". It must be, else they wouldn't do it!

Those more cynical amongst us (not me obviously) might even suggest that comments on future revenue sucking might cool their share price for a while, then when revolution #14 happens they will shoot back up again. Some companies (e.g., hmmm, AAPL) have a muddy history of allegations regarding director and employee options, too. Surely though, the CFO is just doing his job and not engaging in any of this sort of stuff.

It is NOT bs. The news was made public. It will hurt revenue, whatever it is, but it is long term in Apple's best interest. Plenty of situations where this could be the truth.

I contend that it is true that he said this, and it is true that it was made public, but what he was saying was BS as it will improve apple's revenue or they wouldn't be doing it. Unless...