Apple actually likes and prefers Qualcomm product. They just don't want to bend over to buy it. They are doing Qualcomm a favour by buying, not the opposite. Once Qualcomm agreed to FRAND terms to improve adoption of their chips over Broadcomm and Intel, they gained a competitive advantage at a "fair price". IT's time they receive ONLY that fair price and not one cent more. This behavior on their part will incentivise Apple to adopt chips from Broadcomm, Intel and the Russian equivalent.