Intel will be designing and building WHITE boxes for tablet and smartphone customers. Intel did something similar to the PC market after customers designed 386 motherboards. Not easy. It was difficult. At the end of 2002, 30% of the systems sold were of white box heritage. http://tweakers.net/ext/f/GCWpVMamSvA5x6lwYCLNqPgz/full.jpg
Reference designs are the first designs that set the bar for all others. Since the design is free to anyone who wants it, an integration shop can put them together and supply tablets and smartphones to retail outlets .... Walmart will look at them. A retail customer might not look at iPAD competition that is similarly priced BUT they will play with one that looks good and is priced at 1/2 to 1/3 the price. http://en.wikipedia.org/wiki/White_box_(computer_hardware)
ARMH customers will be the target. They will have to compete with reference designs built with off the shelf components.