It will be interesting to see if Apple can once again do its magic, i.e. enter a market not as the first player, but as the one who actually delivers a winning product. This is a product that clearly needs to be launched at an event because Apple wants to tell its own story about how it’s different from the competition and how it deals with potential privacy and security issues.
Read MoreThe Law of the Category
The Law of the Category makes a lot of sense and there are many similarities to The Blue Ocean Strategy. Creating an uncontested market space is of course easier said than done, but still worth thinking about carefully before setting up a new venture. There’s nothing wrong per se in the alternative, i.e. starting to compete in an existing category, but it seems obvious that it’s much harder and might ultimately become a race to the bottom.
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