Obscure Asian suppliers power Apple's success
San Jose Mercury News/MCT
October 9, 2012, 12:00 am TWN
BADE, Taiwan--On a November afternoon two years ago, a taxi pulled up to the gate of Ta Liang Technology, one of countless nondescript companies that make up the global gadget supply chain.
Sitting in the back seat was an American wearing a T-shirt, shorts, sandals and carrying a backpack. He looked like a tourist who took a wrong turn in this town south of Taipei that has few English speakers. But the passenger's business card needed no translation: Supply Base Engineer, Asia Procurement Operations, Apple.
The unscheduled visit, a glimpse of Apple's global supply chain in motion, set off a scramble. Within minutes, the Apple rep was sipping coffee with Ta Liang's chairman and other executives, who were presented with a technological challenge that could lead to a sizable contract.
Apple's massive supply chain is what enabled the record-breaking rollout of the iPhone 5 in September — more than 5 million units were sold by the end of its first weekend. While the Cupertino, California-based company outsources component production to numerous corners of the globe, Taiwan is at the center of the Apple manufacturing ecosystem.
The island is packed with aggressive and nimble companies vying to provide under-the-cover but critical technology that ensures that Apple's latest gadgets arrive on the global stage by the millions at Apple's command. And Taiwan's importance is apt to grow if Apple shifts the production of its iPhone chips from Samsung, with whom Apple is engaged in a patent war, to Hsinchu-based Taiwan Semiconductor Manufacturing, which industry insiders here believe will happen soon.
"Apple's supply network is perhaps the most sophisticated in the world," said Creative Strategies President Tim Bajarin.
Many people have heard of Taiwan-based Foxconn, whose factories across China employ more than a million workers to assemble everything from MacBooks to iPads. But it is off-the-radar-screen companies like Ta Liang that Apple consistently relies on to figure out hard-to-solve production problems on tight deadlines. A contract with Apple can send a supplier's stock share soaring, or even represent most of its revenue.
But working with Apple is not easy. Its engineers are uncompromising, and it imposes a code of silence enforced with financial penalties for product leaks. And its history of cutting suppliers in a heartbeat helps create a "love-hate relationship" between Apple and the companies that build its products, said Stephen Su, general director of Taiwan's Industrial Technology Research Institute, who used to work for a company that supplies camera modules for iPhones, iPads and MacBooks.
"Apple does not co-invest in a new technology with a supplier," he said. "And they are not patient. 'Can you do it? If not, I will go to another supplier.'"