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Win the Competition Like Apple Does


The fanfare for new iPhone launch is behind us. The only surprise was the new uniform for Apple CEO is changed from a black sweater to a black shirt; still it is a black top though!

For me, the most interesting part of Cook’s presentation was the announcement that iPhone has 5% of mobile market share worldwide. What I like about it is the sense of rebellion Apple brings to legacy market assumptions as usual. When Apple launched iPhone in 2007, there were lots of top investors who called this move stupid. They called Steve Jobs a “bigoted selfish individual” (if he was a female probably they would called her Ayn Rand resurrections) who is going against all business common sense and tries to enter a very mature market, with well established players and low margins. Steve Jobs proved that even if you are “the last” to enter a market, you can win if you produce “the best” with “highest margins” and still beats everyone. Even a lazy giant like Nokia!

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