``much of the underlying iPod design was performed by outside companies.``

``they`re just bowing to some inevitable directions in consumer electronics``

``uses a dedicated MP3 decoder and controller chip from PortalPlayer, a Wolfson Microelectronics Ltd. stereo digital-to-analog converter, a flash memory chip from Sharp Electronics Corp., a Texas Instruments 1394 firewire interface controller, and a power management and battery charging IC from Linear Technologies Inc.``

``restrictive nondisclosure agreements in place among Apple, PortalPlayer and other members of the sub-design chain,``

``off-the-shelf components``

``Apple conspicuously did not do is use an ASIC or other custom chip to integrate all the functions it needed onto one piece of silicon``

``When a company moves to a custom system-on-chip, ``you run the risk of a design flaw, and it`s far cheaper to buy the best [components].``

``Michael Maia, can`t publicly disclose why Apple and PortalPlayer decided not to use an ASIC or discuss other aspects of the iPod design,``

``But PortalPlayer had to develop a working relationship with TI``

``The flash memory from Sharp, of Mahwah, N.J., shows a different relationship, as PortalPlayer considers itself ``agnostic`` when it comes to memory chip vendors.``

``With the design chain approach it has taken, Apple avoided the technical challenges of integrating DRAM and logic processes.``

``the IC costs for a device like the iPod won`t dominate Apple`s bill of materials.``

``There`s a lot of embedded stuff`` inside the design, says Hayes. ``It has some fairly complex DSP algorithms to enable the features of the products that Apple may or may not be taking advantage of.``

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With all the above....utilizing off the shelf components...eliminating the DRAM and logic process....no custom ic...dealings with TI....DSP driven device...

The IP integrating the system is very intelligent....and manages from the flash.

The Ipod under pinnings are still open for debate.....as other companies under restrictive nondisclosure agreements exist.

A company other than PortalPlayer drives the system...

WHO ?

JOBs....you did not invent the MP3 player...with your dedicated MP3 codec vendor.

doni