Apple, Google and MS will soon have their own OS, own hardware and own set of loyal customers and bargain hunters. The market is becoming increasingly complex and Google already is also trying to take some leap ahead by trying to purchase spectrum [story here at CNET].
As an SC enthusiast the smartphone is moving towards a vertical integration system, it is now interesting to see is this vertical integration beneficial for the industry as a whole? For consumers and industry this will be boon as this reduces the double marginalization effect and now all the players will be able to get more money for each penny. However, in a fierce competition with continuously decreasing smartphone production costs, will it lead to price wars? A simple way to avoid price wars is to invest in future technology that will differentiate the company from its competitor over long run and keep the market stable.
We will see how the market turns out to be, but people have already start posing questions, for example this post on TIME [here].