What they are doing reminds me of the old joke, and it is old because my Grandfather told it to me over 40 years ago). The Joke goes like this: A drunk seemingly well to do guy is in a restaurant famous for both a beautiful parrot in the window and giving the customer anything they wanted. The waiter askes the drunk what he would like and he says he wants that famous parrot deep fried and on his plate. The Waiter is aghast and says, but sir, that parrot is our symbol and it would cost $25K to provide it so surely he’d want something else. He says no, points to the restaurant’s policy, and the waiter sadly agrees.
They prepare the parrot elegantly and then present it to the drunk customer who then says, “that looks great, now cut me off 25 cents worth”. (You know I never found that joke funny because I figured at that point the restaurant owner likely pulled out a gun and shot the customer).
What Apple wants is apparently the value of what Qualcomm provides but they want to dictate the price they pay and given their massive wealth and market power they feel they can make this happen. But….
