If that is their plan, they are going to be deciding to turn their back on their partner ecosystem and becoming an end-to-end Apple clone in th mobile business.
Lan (bolan.co.th) opened by a pair of young ex-nahm chefs, a groundbreaking and beautiful place where they recreate ancient and authentic Thai recipes: they aim to be 'as Thai as we can', so no concessions to nelly Western tastes.