techpowerup - The head of Intel Foundry, Kevin O'Buckley, is leaving the company to join Qualcomm. He will take on the role of Executive Vice President of Global Operations and Supply Chain at Qualcomm, effective March 2, 2026. At Qualcomm, O'Buckley will oversee globa…

#semiconductors #chips #business #jobs #supplychain #intel #manufacturing #technology #qualcomm

Latest Intel exit sees Foundry lead Kevin O’Buckley joining Qualcomm

7 days / siliconrepublic / Suhasini Srinivasaragavan

Intel Shares Slide 3% as Foundry Leader Jumps Ship to Qualcomm

7 days / parameter / Trader Edge

Intel Foundry boss leaves for Qualcomm

7 days / ycombinator

Intel Foundry Manager Kevin O'Buckley Departs for Qualcomm

8 days / techpowerup

Intel Foundry Services Head Leaves For Qualcomm Supply Chain Post

8 days / reddit / /u/-protonsandneutrons-

Intel Foundry boss leaves for Qualcomm — Naga Chandrasekaran takes charge of the unit

8 days / tomshardware

HP warns RAM now makes up 35% of the cost of building a PC

techspot - Over the past few months, RAM chips used in new PCs have nearly doubled in price. According to HP Inc. CFO Karen Parkhill, memory's share of the PC bill of materials has risen from 15 percent to 18 percent, and now to roughly 35 percent. And that may be o…

#ai #hardware #semiconductors #chips #business #supplychain #pricing #manufacturing #gadgets #memory

Samsung exec confirms you can blame RAM — and other materials — for the Galaxy S26’s higher pricetag www.theverge.com/tech/885566/...

8 days / bsky / @theverge.com / theverge.com

IDC says phone makers will ship only 1.12 billion smartphones as compared to 1.26 billion last year

8 days / bsky / @techcrunch.com / techcrunch.com

Samsung exec confirms you can blame RAM — and other materials — for the Galaxy S26’s higher pricetag

8 days / theverge / Sean Hollister

This Person Paid $300 for a RAM Kit and Ended Up With a Box Full of Modules Worth Over Ten Times More; Talk About Crazy Luck

8 days / wccftech / Muhammad Zuhair

DRAM Shortage Will Cause 'Seismic Shift' in Smartphone Market, But Apple Will Be Less Affected

8 days / macrumors / Juli Clover

IDC: Worldwide smartphone market to decline more than ever in 2026 due to memory shortage driving up costs

8 days / sherwood / Rani Molla

Memory shortage could cause the biggest smartphone shipments dip in over a decade

8 days / techcrunch / Ivan Mehta

RAM supply is so tight, Samsung may be charging Apple double

8 days / reddit / /u/InsaneSnow45

HP warns RAM now makes up 35% of the cost of building a PC

8 days / techspot

Apple Accepts Samsung’s 100% Price Increase on LPDDR5X Memory

8 days / iphoneincanada / Steve Vegvari

RAM now represents 35 percent of bill of materials for HP PCs

8 days / reddit / /u/jluizsouzadev

HP warns: RAM now costs 35% of a PC’s total build

8 days / dataconomy / Emre Çıtak

HP says memory costs doubled in one quarter, now account for 35% of PC build materials

8 days / tomshardware

Nvidia warns of constrained supply of gaming GPUs — 'we do believe for a couple of quarters it is going to be very tight'

tomshardware - Jensen Huang expects the supply of gaming hardware to be insufficient in the next two quarters and has limited visibility beyond that.

#gaming #semiconductors #chips #nvidia #gpu #business #supplychain #pricing #memory

Michael Burry flags “troubling” jump in Nvidia’s supply commitments

8 days / sherwood / Hyunsoo Rim

Image post - please click to view at origin

8 days / bsky / @techpowerup.com / techpowerup.com

As Nvidia’s gaming results underwhelm, the company sees “very tight” quarters ahead

8 days / sherwood / Max Knoblauch

Nvidia warns of constrained supply of gaming GPUs — 'we do believe for a couple of quarters it is going to be very tight'

8 days / tomshardware

NVIDIA Confirms Supply Constraints May Limit Gaming GPU Availability

8 days / techpowerup

NVIDIA confirms GeForce RTX 50 shortages due to the global memory crisis, impacting supply through fiscal 2027

8 days / reddit / /u/sr_local

Nvidia's 6-year-old cloud GPUS completely consumed by compute demand

8 days / reddit / /u/CompetitiveLake3358

NVIDIA’s QoQ Gaming Revenue Takes a Hit as CFO Warns Upcoming Months Will Be “Very Tight” For Gaming GPUs Amid Memory Shortages

8 days / wccftech / Muhammad Zuhair

Callosum Raises $10.25M in Funding

FinSMEs / finsmes - Callosum, a London, UK-based AI infrastructure company for AI models, raised $10.25M in funding. The round was led by Plural, with participation form Advanced Research, Invention Agency (ARIA), Charlie Songhurst (Meta), Stan Boland (FiveAI), John Lazar. T…

#ai #startups #vc #cloud #hardware #semiconductors #chips #uk #deeptech #supplychain

Startup challenging the ‘AI monoculture’ raises £7.5m

8 days / uktech / Oscar Hornstein

London-Based Callosum Raises $10.25M Funding Round Led By Plural

8 days / startuprise / Kailee Rainse

Callosum Raises $10.25M in Funding

8 days / finsmes / FinSMEs

Plural’s €9.5M bet on Cambridge’s Callosum to break Nvidia’s AI grip

8 days / techfundingnews / Abhinaya Prabhu

UK AI infrastructure startup Callosum challenging AI Silicon Valley “monoculture” comes out of stealth

8 days / tech / John Reynolds

Apple is quietly assembling a US chip supply chain, one layer at a time

techspot - TSMC's vast complex outside Phoenix is central to that effort. The 2,000-acre site is slated to host six fabrication plants along with supporting infrastructure. Apple is positioning itself as the anchor customer: the company plans to purchase more than 1…

#semiconductors #apple #chips #tsmc #business #supplychain #us #manufacturing #technology

Advanced Apple Silicon remains tied to Taiwan despite Arizona fab expansion

9 days / appleinsider

What I Saw Inside Apple’s Effort to Rebuild the U.S. Chip Supply Chain

9 days / wsj / Rolfe Winkler

Apple is quietly assembling a US chip supply chain, one layer at a time

9 days / techspot

Watch Samsung Unpacked 2026 right here: Galaxy S26 series reveal starts at 10am PT / 1pm ET

techspot - Samsung is expected to reveal at least three phones in San Francisco today: the Galaxy S26, Galaxy S26+, and Galaxy S26 Ultra. It seems that reports the company dropped plans for a Galaxy S26 Edge (and likely any future Edge models) following weak S25 Edg…

#hardware #semiconductors #chips #samsung #android #supplychain #gadgets #smartphone #memory #bluetooth

Features: AirDrop support and AI's impact on resale values (2)
Live coverage: Unpacked launch and promotional stunts (3)
Other: unrelated tech and startup news (1)
Supply drama: DRAM sourcing, Micron role and internal distributor clash (5)
All Other Stories

Features: AirDrop support and AI's impact on resale values

Samsung Galaxy S26 to launch with AirDrop support

9 days / dataconomy / Emre Çıtak

Recycling biz reckons AI features are destroying smartphone resale values

9 days / theregister / Dan Robinson

Live coverage: Unpacked launch and promotional stunts

Samsung Is Sending Random Store Credits Just Before The Galaxy Unpacked Event

9 days / wccftech / Rohail Saleem

Watch Samsung Unpacked 2026 right here: Galaxy S26 series reveal starts at 10am PT / 1pm ET

9 days / techspot

Samsung Galaxy Unpacked live blog: See the latest updates

9 days / mashable

Sambanova introduces new AI accelerator, partners with Intel to deploy Xeon CPUs for inferencing and agentic workloads — Sambanova claims SN50 chip is three times more efficient than Nvidia B200

tomshardware - SambaNova says its SN50 AI accelerator platform is about five times faster and three times more efficient than Nvidia's B200. In addition, the company signs a pact with Intel to offer Xeon-based AI systems to enterprises and governments.

#ai #startups #vc #hardware #semiconductors #ml #enterprise #chips #datacenter #performance

SambaNova bags $350m, unveils deals with Intel, SoftBank

9 days / siliconrepublic / Suhasini Srinivasaragavan

Sambanova introduces new AI accelerator, partners with Intel to deploy Xeon CPUs for inferencing and agentic workloads — Sambanova claims SN50 chip is three times more efficient than Nvidia B200

9 days / tomshardware

SambaNova introduces SN50 chip, secures $350m for expansion

9 days / techmonitor / Swagath Bandhakavi

SambaNova Raises $350M in Series E Financing

9 days / finsmes / FinSMEs

MatX Raises $500 Million To Develop AI Chips Competing With Nvidia

Clinton / ventureburn - MatX Accelerates AI Chip Innovation AI chip startup MatX has raised over $500 million to develop hardware that can compete directly with Nvidia. The company was founded in 2022 byThe post MatX Raises $500 Million To Develop AI Chips Competing With Nvidia …

#ai #startups #vc #hardware #semiconductors #ml #chips #nvidia #gpu #deeptech

Dutch AI Chipmaker Axelera AI Secures $250M With BlackRock Backing

10 days / startuprise / Kailee Rainse

The startup was founded by former Google TPU engineers in 2023.

10 days / bsky / @techcrunch.com / techcrunch.com

Chip startup MatX raises $500M to speed up large language models

10 days / siliconangle / Maria Deutscher

Nvidia challenger AI chip startup MatX raised $500M

10 days / techcrunch / Marina Temkin

MatX Raises $500 Million To Develop AI Chips Competing With Nvidia

10 days / ventureburn / Clinton

Ex-Google chip engineers raise $500M to take on Nvidia with LLM-specific silicon

10 days / techfundingnews / Vignesh R

Meta Signs Massive AI Chip Deal with AMD

Usman Qureshi / iphoneincanada - Meta is partnering with AMD to deploy 6 gigawatts of AI power. The deal includes custom MI450 chips and could give Meta a 10 percent stake in AMD by 2026.The post Meta Signs Massive AI Chip Deal with AMD first appeared on iPhone in Canada.

#ai #cloud #semiconductors #ml #meta #chips #gpu #datacenter #amd

White House Weighs Requiring Citizenship Checks for Bank Customers

10 days / pymnts / PYMNTS

Meta just signed a massive AMD chip deal as it diversifies beyond Nvidia

10 days / qz / Shannon Carroll

AMD (AMD) Stock: Surge Fueled by Meta’s $100B Chip Deal and 6GW AI Buildout

10 days / parameter / Yasmin Werner

Stocks bounce back powered by tech rebound

10 days / sherwood / Tasha Matsumoto

AMD shares jump 8% on $100B+ AI chip deal with Meta

10 days / siliconangle / Maria Deutscher

Why AMD's megadeal with Meta shows Nvidia is still the best game in town

10 days / cnbc

Meta and AMD's Multibillion-Dollar Deal Is All About the AI Chips

10 days / cnet / Omar Gallaga

AMD tries out the Kim Kardashian theory of data centres

10 days / ft

Meta Signs Massive AI Chip Deal with AMD

10 days / iphoneincanada / Usman Qureshi

AMD basically copy-pasted its OpenAI deal for Meta, six gigawatts and ten percent equity included

10 days / the-decoder / Matthias Bastian

Dutch AI inference chipmaker Axelera AI raises $250M

John Reynolds / tech - A Dutch chipmaker which designs and manufactures chips for AI inference use has raised more than $250m, with backing from new investor BlackRock.Innovation Industries, the European VC fund, is the lea...

#ai #startups #hardware #semiconductors #ml #chips #nvidia #gpu #business #europe

Axelera AI Raises Over $250M to Scale AI Chip Technology

10 days / ventureburn / Ekemini

Dutch startup Axelera AI hauls in $250M to build edge AI chips that crush Nvidia’s power bill

10 days / techfundingnews / Vignesh R

AI chip startup Axelera AI raises $250m to take on Nvidia

10 days / sifted

Dutch AI inference chipmaker Axelera AI raises $250M

10 days / tech / John Reynolds

Axelera AI Raises More Than $250M in Funding

10 days / finsmes / FinSMEs

Apple will start manufacturing the Mac mini in the US later this year

Reece Bithrey / theshortcut - With a brand new 220,000 square foot plant

#semiconductors #techpolicy #apple #chips #tsmc #business #supplychain #us #manufacturing

Image post - please click to view at origin

10 days / bsky / @arstechnica.com / arstechnica.com

In a replay of 2019, Apple says a single desktop Mac will be manufactured in the US

10 days / arstechnica / Andrew Cunningham

One Of The Most Popular Macs Will Now Be Made In America

10 days / bgr

Apple's U.S. Mac mini assembly plant was planned during the Biden administration

10 days / appleinsider

Mac mini Production Heads to Texas as Apple Expands Houston Operations

10 days / idropnews / Chris Hauk

Inside the Secret Briefings That Pushed Apple to Move Chip Production to the US [Report]

10 days / iclarified

Apple will start manufacturing the Mac mini in the US later this year

10 days / theshortcut / Reece Bithrey

TSMC trades near record high as Apple plans to purchase “well over 100 million” chips from its Arizona facility this year

10 days / sherwood / Rani Molla

ASML Pushes EUV Light Source to 1,000 Watts, Targets 50% More Chip Output by 2030

Maria Garcia / implicator - ASML boosted its EUV light source to 1,000 watts by doubling tin droplet rates, targeting 50% more chip output per machine by 2030.

#semiconductors #chips #business #deeptech #supplychain #engineering #manufacturing #technology

1,000 Watts. 16 Million Prompts. One $400 Box.

10 days / implicator / Marcus Schuler

ASML Pushes EUV Light Source to 1,000 Watts, Targets 50% More Chip Output by 2030

10 days / implicator / Maria Garcia

ASML makes breakthrough in EUV chipmaking tech, plans to increase speed by 50% by 2030 — new 1,000-watt light source fires three lasers at 100,000 tin droplets every second

10 days / tomshardware

ASML hits 1,000-watt EUV milestone to boost chip production by 50%

10 days / dataconomy / Kerem Gülen

The best webcams for 2026

10 days / engadget / Valentina Palladino

AMD and Meta strike $100 billion AI deal that includes 10% stock deal — 6 gigawatt agreement includes up to 160 million AMD shares

tomshardware - AMD and Meta have announced an AI chips deal thought to be worth more than $100 billion.

#ai #cloud #semiconductors #ml #meta #chips #business #finance #datacenter #amd

Analysts warn: circular financing and heavy dilution risks for AMD (3)
Chips-for-equity: warrants could give Meta up to 10% (4)
Meta diversifies from Nvidia; AMD emerges as key rival (2)
Meta-AMD deal: 6GW MI450 deployment, shipments starting H2 2026 (7)
All Other Stories

Analysts warn: circular financing and heavy dilution risks for AMD

AMD Is Giving Away 20% of Its Stock to Sell Chips. That's a Confession, Not a Win.

10 days / implicator / Harkaram Grewal

AMD Risks a Hefty 20% of Its Company To Enter Into ‘Mega’ AI Deals, With the Latest Venture Tied to a Meta Agreement for Next-Gen Infrastructure

10 days / wccftech / Muhammad Zuhair

Step 1: Announce a big NVIDIA deal Step 2: Go to AMD and collect 10% of the company OpenAI

10 days / bsky / @mgsiegler.com

Chips-for-equity: warrants could give Meta up to 10%

Meta strikes up to $100B AMD chip deal as it chases ‘personal superintelligence’

10 days / techcrunch / Rebecca Bellan

Meta could end up owning 10% of AMD in new chip deal

10 days / arstechnica / Michael Acton, Financial Times

Meta may trade AI chips for shares in its latest AMD deal

10 days / engadget / Steve Dent

AMD and Meta strike $100 billion AI deal that includes 10% stock deal — 6 gigawatt agreement includes up to 160 million AMD shares

10 days / tomshardware

Meta diversifies from Nvidia; AMD emerges as key rival

AMD soars after striking AI chip deal with Meta valued at over $100 billion

10 days / sherwood / Luke Kawa

Meta strikes AI chip deal with AMD days after committing to deploy millions of Nvidia GPUs

10 days / cnbc

Meta-AMD deal: 6GW MI450 deployment, shipments starting H2 2026

Meta and AMD Team Up to Take on Nvidia in Massive AI Chip Deal

10 days / gizmodo / Bruce Gil

Advanced Micro Devices (AMD) Stock: AMD Lands Biggest AI Deal Yet With Meta Platforms

10 days / parameter / Trader Edge

Meta Inks AI Agreement With Chipmaker AMD

10 days / pymnts / PYMNTS

Meta Announces Major Chips-for-Stock Deal With AMD

10 days / nytimes / Adam Satariano and Tripp Mickle

(PR) AMD and Meta Announce Expanded Strategic Partnership to Deploy 6 Gigawatts of AMD GPUs

10 days / techpowerup

Meta and AMD Agree to AI Chips Deal Worth More Than $100 Billion

10 days / wsj / Robbie Whelan

Meta agrees multibillion-dollar chip deal with AMD

10 days / ft

All Other Stories

Meta is buying billions of dollars in AMD AI chips in a multiyear deal tied to a 160 million-share warrant, deepening its push to diversify beyond Nvidia and expand data center capacity.

10 days / bsky / @techcrunch.com / techcrunch.com

AMD copy-pastes 6 GW chips-for-stock deal in new Meta agreement

10 days / theregister / Brandon Vigliarolo

https://www.nytimes.com/2026/02/24/business/meta-amd-chips-ai.html

10 days / bsky / @tferrer.journa.host.ap.brid.gy / tferrer.journa.host.ap.brid.gy

Another GPUs and warrants deal, like OpenAI. https://sherwood.news/markets/amd-soars-after-striking-deal-meta-ai-chips-100-billion/

10 days / bsky / @sherwood.news / sherwood.news

Meta to deploy 6 Gigawatts of AMD GPUs for AI infrastructure

10 days / techzine / Erik van Klinken

SambaNova steps up its challenge to Nvidia with new chip, $350M funding and a powerful ally in Intel

Mike Wheatley / siliconangle - Chipmaker SambaNova Systems Inc. unveiled its most advanced artificial intelligence processor today as it closed on a bumper $350 million late-stage round of funding from Vista Equity Partners, Cambium Capital and others. Alongside the funding, SambaNova …

#ai #startups #hardware #semiconductors #ml #chips #nvidia #business #datacenter #intel

SambaNova Raises $350M To Scale SN50 AI Chip For Agentic Systems

10 days / ventureburn / Clinton

(PR) SambaNova Unveils SN50 AI Chip, Collaborates with Intel

10 days / techpowerup

SambaNova steps up its challenge to Nvidia with new chip, $350M funding and a powerful ally in Intel

10 days / siliconangle / Mike Wheatley

Intel Strikes Deal With a Chip Start-Up Its C.E.O. Invested In

10 days / nytimes / Don Clark

Intel backs SambaNova's $350M bid to challenge GPUs in AI inference

10 days / theregister / Tobias Mann

Intel partners with AI chip startup SambaNova after acquisition talks reportedly failed

10 days / cnbc

Apple Announces Plans to Begin Assembling Mac Mini in U.S. This Year

Joe Rossignol / macrumors - Apple today announced that Foxconn will begin assembling some Mac mini computers at a factory in Houston, Texas later this year.In an interview with The Wall Street Journal, Apple's operations chief Sabih Khan said U.S. assembly of some Mac mini units is …

#semiconductors #apple #china #chips #business #jobs #supplychain #us #asia #manufacturing

Inside tours: Apple’s US supply-chain strategy and challenges (1)
Mac mini assembly in Houston: Foxconn to produce US units (7)
U.S. chip push: TSMC fabs and Apple chip sourcing (3)
All Other Stories

Inside tours: Apple’s US supply-chain strategy and challenges

Take a peek into Apple's efforts to bring Mac mini assembly and chip fabrication stateside

11 days / appleinsider

Mac mini assembly in Houston: Foxconn to produce US units

(PR) Apple Accelerates U.S. Manufacturing, with Mac Mini Production Coming Later This Year

10 days / techpowerup

Apple Says it Plans to Build the Mac mini in the United States

10 days / iphoneincanada / John Quintet

Apple shifting some Mac mini production from Asia to Texas this year

10 days / techspot

Apple will soon make (some) Mac Minis in the US

10 days / theverge / Jess Weatherbed

Apple will start making Mac minis in the US

10 days / engadget / Mariella Moon

Apple Announces Plans to Begin Assembling Mac Mini in U.S. This Year

11 days / macrumors / Joe Rossignol

Apple Plans to Manufacture Mac Mini in Houston

11 days / wsj / Rolfe Winkler

U.S. chip push: TSMC fabs and Apple chip sourcing

Apple to produce Mac Minis in Houston for the first time — US chip sourcing tops 20 billion units

10 days / tomshardware

Apple Secures 100 Million U.S.-Made Chips From TSMC, Plans Mac mini Assembly in Texas [Report]

10 days / iclarified

Inside Apple’s Push to Build an All-American Chip

11 days / wsj / Rolfe Winkler

All Other Stories

Apple Officially Bringing Mac mini Production to the U.S. With New Houston Factory

10 days / iclarified

Apple is Moving Back Some Mac Mini Production to the US

10 days / thurrott / Laurent Giret

Apple’s ‘Make In America’ Push Gains Steam, With Server Production Now Hitting 10 Units Per Hour, As CIA Warns Of A 2027 Taiwan Attack

10 days / wccftech / Rohail Saleem

Apple Announces Plans to Begin Assembling Mac Mini in U.S. This Year

10 days / bsky / @macrumors.bsky.social / macrumors.bsky.social

Nvidia superchip infusion finally coming to Windows PCs, report says

Tobias Mann / theregister - Nv-based integrated graphics for Wintel box also in the works Your next laptop may have Nvidia inside – not in the form of a GPU, but as a system on a chip, complete with CPU. Team Green could be chipping away at Intel's marketshare and giving people Arm-…

#hardware #semiconductors #chips #nvidia #windows #cpus #amd #intel #technology #arm

NVIDIA Reportedly Launching Its Arm-Based Laptop Chips in First Half of 2026

10 days / techpowerup

Nvidia superchip infusion finally coming to Windows PCs, report says

11 days / theregister / Tobias Mann

Nvidia Set to Launch Laptop Chip in the First Half of This Year

11 days / cnet / Matt Elliott

Dell, Lenovo, and others will launch Copilot+ laptops with Nvidia Arm CPU in H1 2026

11 days / techspot

ASML Boosts EUV Power to 1,000W for Better Yields and Lower Chip Costs

techpowerup - ASML says it has boosted the light source power in its EUV lithography systems to 1,000 watts, up from roughly 600 W today. According to a Reuters report, the company claims the increase could enable up to 50% more chip output by the end of the decade. Mo…

#ai #innovation #semiconductors #chips #stockmarket #business #supplychain #engineering #manufacturing #technology

ASML achieves EUV breakthrough: 50 percent more chips in the foreseeable future

11 days / techzine / Berry Zwets

ASML Set to Boost Chip Output 50% by 2030, Ramping EUV Light Source Power to 1 Kilowatt & Hoping to Ease AI Supply Bottlenecks

11 days / wccftech / Muhammad Zuhair

ASML Boosts EUV Power to 1,000W for Better Yields and Lower Chip Costs

11 days / techpowerup

ASML Stock: EUV Light Source Breakthrough Could Yield 50% More Chips by 2030

11 days / parameter / Trader Edge

Nvidia’s Next PC Play Is an AI Laptop Chip, Not Just a Faster GPU

eWEEK Staff / eweek - Nvidia is reportedly returning to consumer laptops with SoC-style processors via MediaTek and Intel tracks, betting AI PCs will reward tighter integration and better efficiency.The post Nvidia’s Next PC Play Is an AI Laptop Chip, Not Just a Faster GPU app…

#ai #hardware #semiconductors #chips #nvidia #gpu #intel #technology #gadgets #arm

Report: Nvidia Poised to Re-Enter PC Market with Arm Chips … or x86 Chips … Or Something

11 days / thurrott / Paul Thurrott

NVIDIA Inside

11 days / spyglass / M.G. Siegler

Nvidia’s Next PC Play Is an AI Laptop Chip, Not Just a Faster GPU

11 days / eweek / eWEEK Staff

NVIDIA to launch custom Arm-based laptop processors by late 2026

11 days / dataconomy / Aytun Çelebi

Nvidia (NVDA) Stock: Moves Higher Amid Intel Collaboration on x86 Chips

11 days / parameter / Newton Kitonga

Apple Eyeing A “Deep Red” iPhone 18 Pro And Pro Max After The Phenomenal Popularity Of The Cosmic Orange iPhone 17 Pro Duo

Rohail Saleem / wccftech - Apple has a new secret sauce for giving its sales cadence for the upcoming iPhone 18 Pro and Pro Max a little extra 'oomph factor,' especially in critical markets such as China. And that secret sauce relates to leveraging color options that are generally …