I think you're way off the mark. Historically, Apple had some chip design capability...but not much in the way of serious expertise. Apple was fundamentally a system design/integration outfit. They did have to do some of their own chips, but never anything terribly complex.

There's a reason they teamed up with IBM and Motorola for CPUs. They didn't have the design or manufacturing expertise at all, so they partnered with others. Taking this example, IIRC Apple did some of their own chipsets for PPC...but that was far less effort than the CPU design. Also, the results were decidedly mediocre and even some Apple employees I've talked with complained about their PPC chipset quality.

Apple's areas of expertise are changing today given their acquisitions, but it doesn't happen overnight.

Also, you are totally incorrect about USB. Apple was a latecomer to that party.

In general, I'd say that Apple's MO is to try and take reasonably high volume components and integrate them in an appealing, clever and proprietary fashion. The products are then superbly marketed and manufactured through a highly efficient supply chain for a premium.

Many people forget the supply chain aspect and focus only on the industrial design, marketing and user experience. Apple has put a lot of effort into their supply chain. That also raises the question over the exact motivations for their foray into chip design. Is it greater integration and control over the supply chain, or is it unique differentiation, or is it a bit of both? My guess is a bit of both, but more of the former.

David