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iPhone 8 Years Old - All About Changing The Rules

1/9/2015

 
  • 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
Key Grow to 50 M Takeaways: 
  • 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
Picture
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

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    Barry James

    Visionary Strategist, Strategic Marketing and Operational Executive

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