However, Apple ending the relationship in its "i-Devices" leaves many questions as to the value of Audience's technology. The first and obvious question is: If Apple, which unlike any other company values the user experience, no longer sees the need to further the Audience relationship, will other companies see Audience's technology as a viable solution in their smartphones and tablets? This opens several doors to competitors of Audience, and even Qualcomm ( QCOM), which does not directly compete. But Qualcomm has similar technology that does noise suppression in a software platform. In other words, although Audience's third-quarter and possibly its fourth-quarter numbers may not reflect Apple's defection, it is certain to be a major blow going forward and the impact will be felt likely in the first two quarters of 2013. On the other hand, current investors may find comfort in knowing that Audience still has major relationships with both Samsung and Google ( GOOG). Still the challenge for the company is trying to convince new and existing customers why its technology deserves slots in their hardware. After all, if having Siri, which relies of voice quality and noise suppression, could not keep Apple interested, it might be quite a challenge going forward.