An article in bloombergbusinessweek (Oct 17,2011) describes pressures faced by iPhone case manufacturers, a $ 450 million market, when new iPhones models are announced by Apple.  Rely on leaks and rumors regarding the new phone and invest in tools in advance, to be first on the market ? Or wait for the announcement ready with designs, but execute as quickly as possible but with compelling colors and features, risking launch delays ? Given this supply chain conundrum,  how should risk be shared across the case supply chain? Are the 65% margins that case makers receive the reward for assuming supply risk and the cost to be ready when the new iPhone model arrives ? Should Apple share design outlines with case manufacturers or is its current no sharing approach optimal  ?