Apple, and the 800 pound Gorilla (Glass) in the room
Everyone in the industry knew there would be trouble when GT Advanced Technologies made its grand debut with its Sapphire Glass.
Corning, the proud 163 years-old maker of Gorilla Glass, can’t be blamed for pounding its chest over the underdog from Merrimack. Apple loves it, Apple fans love it too, and Apple reviewers have consistently cluttered YouTube channels covering the scratch-resistant material.
In May 2013, Corning came out with its first press release over Sapphire, in which its second part, in a Q&A format, covered what Gorilla Glass is, and isn’t, in comparison to Sapphire. In Corning’s defense, Sapphire Glass production was every bit the expensive process described in the article, which still leveraged Corning as the top... gorilla, until GTAT announced to the world of its brand new shiny particle accelerator, with hail of production of Sapphire Glass at a much lower cost than previously prognosticated.
Suddenly, like the looming shadow of an alien mothership over New York at midday, GTAT has crunched one milestone after the next, until the confirmation this summer of a projected supply of Sapphire, sufficient to manufacture enough for the iPhone 6 (and potentially iWatch) screens to meet demand.
Whether or not GTAT will keep its promise and deliver enough Sapphire, which might be just as (in)plausible, according to at least one French market analysis firm, it’s apparent that Corning has gone out of its way to downplay and even ridicule its rival manufacturer.
The biggest bruise on Corning’s ego has yet to come, with the impending announcement of Apple’s new flagship product, the iPhone 6.
The iPhone 6 is a catalyst for manufacturers, a graduation badge, in some way.
If indeed Apple iPhone 6 screens will be made of Sapphire Glass, will there be still a place for Corning in future Apple’s production lines? Or will Sapphire prove every bit as tough as Corning doesn't want it to be? We’ll know soon enough, as the big reveal seems to be September 9, according to the latest sources.