What changes for IBM? They could already write iOS business apps and they could already sell support contracts for iOS devices. All that's there is the ability to mention an official relationship with Apple during dog and pony shows. Still if the client says "What about Android?" the response will be "Here's a proposal for Android based options".
If I were to hazard a guess, I think this relationship is driven by Apple's inability to dogfood their logistics infrastructure - Apple can't run the supply chain Cooke built with Apple products. They're the sort of business that is likely to be a customer for IBM's systems integration expertise. Apple needs iPhone apps that help it run its business.
I think, to the extent this relationship is serious, it is desperate on Apple's part. They are giving up their one market advantage, control in exchange for entry into a market where calling things "magical" won't cut it. What matters is vertical integration and Apple doesn't have it on the hardware side. The only way they can maintain control is to purchase IBM.
If I were to hazard a guess, I think this relationship is driven by Apple's inability to dogfood their logistics infrastructure - Apple can't run the supply chain Cooke built with Apple products. They're the sort of business that is likely to be a customer for IBM's systems integration expertise. Apple needs iPhone apps that help it run its business.
I think, to the extent this relationship is serious, it is desperate on Apple's part. They are giving up their one market advantage, control in exchange for entry into a market where calling things "magical" won't cut it. What matters is vertical integration and Apple doesn't have it on the hardware side. The only way they can maintain control is to purchase IBM.