filed for Chapter 12 protection in 2004. Candescent.com is now a web site for Japanese teeth whitening products. The moral of this particular tale is that it is hazardous to compete with established legacy products (liquid crystal displays) that have significant market scale advantage that in turn translates into research and development and engineering investment to improve performance and lower cost. This is exactly what has happened to the liquid crystal display supply chain. The LCD business has also effectively scaled both in terms of volume and screen size with screens in excess of 100 inches that as we shall see in Chapter 6 has a specific relevance to future smart phone functionality. The lap top market owes its existence to LCD technology and lap tops as we know now come with embedded WiFi and either a 3G dongle or sometimes embedded 3G connectivity. The global lap top market is of the order of 100 million units or SO per year though the number depends on whether newer smaller form factors such as the iPad are counted as portable computers. A similar number of television sets are sold each year. Even combined, Wireless User Hardware these numbers are dwarfed by mobile phone shipments some of which are low value, an increasing number of which are high value. So the question is will the iPad change the lap top market in the same way that the iPhone has changed the smart-phone market. By March 2011 Apple claimed (3rd March press release) to have shipped a total of 100 million iPhones. iPad shipments since market launch nine months prior totalled 15 million. This is a modest volume compared to Nokia. Nokia have suffered massive share erosion from over 40 to 27% but this is still 27% of 1.4 billion handsets or 378 million handsets per year. A design win into an Apple product is, however, a trophy asset and fiercely fought over by baseband and RF and display component vendors. This gives them a design influence that is disproportionate to their market volume, though perhaps not to their market value. Apple sal