Let's pretend Apple is not happy with gorilla glass (bending, etc) and they are looking to launch a new proprietary (solar) Sapphire technology. They buy-in to the idea and make every effort to ensure it is ready for the iPhone6 launch. Fail in their attempt and bankrupt the company who brought them the idea in the first place. Now the amazing new technology which was "almost" ready, almost viable and almost usable is not eminently required (launch over). It is however STILL the next generation technology which if ultimately viable will catapult the company who utilizes it forward to dramatic improvements in market share. How do you retain the product (which does not yet exist in a viable format) and also keep your competitors from discovering it's secrets while divorcing the company who brought this technology to you? And what if the negative aspects of your CURRENT technologies were exposed within the "purpose" of the direction for the new technology? What if.... ;-)