To reinforce the initial success, they then continued to pound away with wave after wave of performance enhancements and small line extensions that overwhelmed the other market players. In between the iPod and the iPhone (a span of nearly 6 years), Apple did not rest on its laurels but put a full focused attack on the player market. They used a similar tactic in creating the iPhone against existing smartphone players Nokia, Microsoft, RIM, and Palm and again redefined the category by offering something novel. Apple did not launch a product targeted directly at the existing leaders, but instead went around them with a novel offering targeted at a subset of the mainstream market (Mac-only). When Apple entered the MP3 player market, it was already crowded with a number of companies, including Diamond Multimedia, Creative Labs, Samsung, Sony and Panasonic. Innovation Activity #3 – Competing with Yourself This article continues the discussion from Part 2 - Innovation Lessons from Apple – Obsessing on Customer Experience. Two key activities were continuous improvements and line extensions.
What activities did they engage in on each of these products to ensure continued success? The primary method was to compete with themselves, and before their competitors did. With the release of the first iPod, Apple had an immediate hit on its hands.
0 kommentar(er)
