Apple's Watch is designed to be both fashionable and functional.
Samsung Retakes Title of World's Largest Semiconductor Customer from Apple in 2012
"Although Samsung and Apple continue to go from strength to strength, other leading electronic equipment makers fared less well, and six of the top 10 reduced their demand in 2012," said Masatsune Yamaji, principal research analyst at Gartner. "In addition to a weak macroeconomic situation, a dramatic change in consumer demand contributed to a reduction in semiconductor demand in 2012.Yamaji pointed to the strong shift to mobile devices as a primary reason for the overall decline in the semiconductor market, with traditional computers that require significantly higher semiconductor content experiencing relatively poor sales in the face of smartphone and tablet popularity.
Top Ten 2012 Semiconductor Customers (Billions of Dollars)
Samsung and Apple together now account for over 15% of the world's semiconductor market, up from roughly 12% in 2011.
Gartner's numbers measure the total silicon content of all products designed by Apple and each of its competitors, a metric known as Design TAM. This is distinct from Purchasing TAM, which would attribute to a given company only the amount actually purchased by the company. As an example of the difference between the two metrics, semiconductors purchased by a third-party manufacturing partner would generally count toward the primary company's Design TAM but not its Purchasing TAM.