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Apr. 20, 2023

Wall Street Journal: When Apple Comes Calling, ‘It’s the Kiss of Death’ by Aaron Tilley

It sounded like a dream partnership when Apple Inc. AAPL 0.03%increase; green up pointing triangle reached out to Joe Kiani, the founder of a company that makes blood-oxygen measurement devices. He figured his technology was a perfect fit for the Apple Watch.

Soon after meeting him, Apple began hiring employees from his company, Masimo Corp.,MASI -0.00%increase; green up pointing triangle including engineers and its chief medical officer. Apple offered to double their salaries, Mr. Kiani said. In 2019, Apple published patents under the name of a former Masimo engineer for sensors similar to Masimo’s, documents show. The following year, Apple launched a watch that could measure blood oxygen levels.

“When Apple takes an interest in a company, it’s the kiss of death,” said Mr. Kiani. “First, you get all excited. Then you realize that the long-term plan is to do it themselves and take it all.”

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