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In asignificant shift Apple is moving aggressively to hire chip engineers from other firms like AMD, and from high tech firms that are closing like memory chip company Spansion Inc., in addition to the acquisitions acquisition of P.A. Semi and other smaller companies. Thie goal is to develop new technology that would power new features for the iPhone and iPod, which competitors do not have access to. So while other tech firms are trimming, Apple is using its stronger financial position to go out and build up astrong in-house capability to develop its own chips and software to create new features exclusive to Apple. P.A. engineers are to help create ARM-based chips to improve performance and battery life of future iPhones. LinkedIn, anetworking site, shows100 people with Apple titlesand past expertise in chips with Intel, Samsung, Qualcomm and other companies. Additional job postings aggregated by site Indeed.com show recent postings for handwriting recognition technology, chip expertise for managing displays. Chief Technology Officers at AMD's graphics products group Koduri and Drebin have joined Apple. In the past Apple relied on Samsung for ARMHoldings licensed chip designs, ARM based microporocesor with custom features developed by Apple. Steve Jobs, Apple's CEO, says he wants Apple to acquire expertise and technology to run increasingly sophisticated software for iPhones and iPods, "You just can't go out and buy the chips off the shelf to do that," says Jobs.