The company provides engineering services to offload the complexity of maintaining multiple code bases which has proven to be a common issue for smartphone manufacturers, freeing the manufacturer to focus on hardware design and integration.

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To make every application on every Apple device act and feel like every other application on every Apple device, and to have the software of every Apple device echo the hardware design it runs on.

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Ironically, positive commentary focuses on the the hardware more than the software, and on the actual design quality (a challenge to Apple).

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If hardware is zeroing in on the optimal design, then how to differentiate a product when all are zeroing in on that optimal design?

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The stunning hardware and design of the Z10 is on top of every available handsets on the market.

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Palm Pre introduces a breakthrough user interface and hardware design that makes it one of the most integrated and user-friendly mobile phones on the market.

ENGADGET: for Mobile

As for the hardware, Adaia says that it's partnered with BMW Group's DesignworksUSA on the industrial design, which is said to be inspired by a topographical map, while Elektrobit will be handling the inner bits.

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The PlayBook tablet has a similar design as Kindle Fire, but it does not have the content to help offset any losses on the hardware.

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