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Moreover, it underscores the integral-ness of continuously re-calibrating on the definition of the situation; not merely doing more for the sake of an added bullet point or to support a desired price point.Does Apple have a perfect crystal ball on these things?Let me go a step further and make the forceful assertion that in the red hot mobile computing segment (inclusive of smart phones, media players and tablet devices), anything that Nokia, RIM/Blackberry and even Google Android are doing is simply orthogonal to Apple’s i OS-based device play (i Phone, i Pod touch, i Pad). That is why it’s laughable that the latest meme du jour, “The Apps Lifestyle” — and believe me, it is a lifestyle — is ridiculously framed as a trend of the multi-vendor “cell phones” segment. The clear-cut truth is that Apple’s i OS device platform is the staging ground of the Apps Lifestyle, something that ~90-percent of i OS device owners “get” to the point of it being intrinsic, assumed and embedded.By contrast, maybe 15 percent of non-i OS device owners embrace The Apps Lifestyle, or even know what it means, and that’s probably being generous.Therein, lies the problem with conventional wisdom. It doesn’t think outside the box in terms of strategic imperatives, like building differentiation, growing margins or defensibility.
Mind you, each of these efforts represent major strategic iterations of successful products, not reboots of failed ones, so it speaks volumes about how the company thinks about its users, their workflows and corresponding segments.In this regard, Apple’s product strategy is a study in market segmentation.Versus merely trying to stuff a product, burrito-style, with as many different features as possible, they target specific user experiences, and build the product around that accordingly.(For a historical perspective on tech industry architectural orientation, check out “Waves of Power” by David Moschella.) The following inconvenient facts must be an affront to the horizontal, commoditized, open, market share zealots.
Apple has launched three major new product lines since 2001: the i Pod (October, 2001); the i Phone (July, 2007); and the i Pad (April, 2010).
This approach is no doubt a business school study of how companies can marry strategy and tactics across product lines and product lifecycles.