The lawsuit alleges that Apple violated antitrust laws with practices intended to keep customers reliant on their iPhones and less likely to switch to a competing device.Through the above alleged monopolisation, the lawsuit further alleges that Apple is able to exercise monopoly power to extract more money from, among others, consumers, content creators, artists, publishers, small businesses and merchants. Vertical integration is a powerful strategy employed by businesses to control more than one stage of their supply chain. By integrating operations upstream and or downstream, businesses can reduce costs, enhance efficiencies and improve competitiveness. However, vertical integration can sometimes be “illegal”. should there be a market share that a company should control ?

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