- iPhone introduced 8 years ago today
- Entering a already established category, you have to be different aka change the rules
- iPhone was the only device without a keyboard and therefore a larger screen size
- Hard to break current rules - e.g. not having a keyboard - but necessary to create new category
- iPhone changed the rules with (4) changes: no keyboard; larger screen; web access; iTunes
- Said another way: iPhone added consumption to a communications device; result: smartphone
Changing The Rules Rules of Thumbs:
- Different, not better
- Extend current capabilities into new sub-categories, instead of just adding more features
- It's all about owning a choke point, and then extending; Examples: Microsoft, then Apple