Apple may be considering AMD chips

> The talks with AMD could also be part of a competitive leveraging strategy to keep Intel interested in retaining Apple’s core business, similar to how the company has been rumored to be discussing plans [to use Microsoft’s Bing search](http://www.appleinsider.com/articles/10/01/20/apple_microsoft_in_talks_to_make_bing_default_iphone_search_report.html) engine in preference to Google’s on the iPhone. In case you haven’t noticed yet, this is part of a pattern. Apple has never quite had full control over its destiny when it comes to processors. Just as it has always been held hostage by big software companies like Microsoft and Adobe on the Macintosh.

What Apple wants is complete control over the speed of its emerging technologies. Since it is one of the few companies out there steadily investing in innovation, it can’t afford to wait around for others to adapt to its rapid deployment of new technologies.

Hence, the talks with AMD. Even if Apple never uses an AMD chip in a Mac or iPad, talking to AMD serves as a reminder to Intel that Apple can make that change any time it likes. Same goes for Microsoft and Bing, vs. Google search.

This is also exactly why Apple wants to eliminate Flash. One more technology that Apple is powerless to control, and which Adobe has historically been lax in supporting on the Mac side.

It’s called learning from your past mistakes. Jobs doesn’t let you screw him twice. Just ask the people at Disney about that.