While what they sell is indeed wonderfully engineered and made, better integration of hardware and software than anyone else manages, there is still something else to Apple.

FORBES: The Limit To Apple's Value: Are They A Veblen Good?

Success hinges on the tight integration of software and hardware.

FORBES: Hands on with the Galaxy S4: Failing the cool factor

Apple recognized the integration of software and hardware early on.

FORBES: Four Events to Change Apple's Course

"The integration of the hardware, software and services necessary for system-wide security has been slow, " said Warren East, CEO, ARM.

ENGADGET: ARM seeks better security for connected devices, teams up with Gemalto and Giesecke & Devrient

That third party is telling everyone of the level playing field and the economy of scale benefits it will have, but another manufacturer is moving ever closer to full integration of the hardware and software, threatening Samsung.

FORBES: With Android, Have Samsung Learned From Their Symbian Mistakes?