iPhone 8 Years Old - All About Changing The Rules

• 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

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