Google's strategy will never make sense to me. Apple vertically integrates to pursue performance crowns at a price competitors can't do so without vertical integration like an iPhone. Google doesn't go for the performance crown or heavily undercut on price not needing to pay Qualcomm prices for the chip, their advertising business, and Google Play and YouTube purchases. I guess maybe balancing act with other Android OEMs and not driving them away because of all the advantages Google could use by being software platform holder and chip designer