Apple takes aim at greater control of the core technologies in its products - both to guard its hefty margins and to position it for future innovations, especially in so-called augmented reality. "Today we do much more in-house development of fundamental technologies than we used to," Apple Chief Financial Officer Luca Maestri said at a February conference. "Think of the work we do on processors or sensors. We can push the envelope on innovation. We have better control over timing, over cost and over quality."
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