Apple's extremely lucrative smartphone business via its iPhone franchise will eventually - not immediately, but one day - face challenge from ultra-premium, highly-innovative, co-branded flagship handsets from successful Chinese smartphone makers, especially Huawei and OnePlus. The absence of premium branding on these will be largely compensated by co-branding these devices with marquee brands such as Porsche Design, Emporio Armani, TAG Heuer, etc.