This is either good or bad, depending on how you look at it.
Good: market is saturated with current products and new products are needed to stir up demand (hence POET)
Bad: Apple is going to cut our throat price-wise to access our product.
http://www.zerohedge.com/news/2016-09-01/all-component-face-price-pressure-apple-forces-suppliers-accept-price-cuts-jpm-cuts-