Taking a bite out of Apple
Apple shocked the mobile-phone market by introducing its iPhone. It was a classic wake-up call which saw Apple take big bites out of market leaders such as Nokia, Samsung and Sony Ericsson. The latter survived the attack, but it cost the company billions. When Apple moved into new territories with the iPad, it reported sales of millions. That is great, even by Steve Job’s standard. But reporting the success of Apple is like pouring blood into an ocean, which attracts hungry competitors. It won’t be long before the likes of Google will strike back with their own version of the iPad killer. Competitors act like sharks; they have a good sense for business and it will not take them long before they also enter the new market. Now the question is: How fast can Steve Jobs’ successor swim before the sharks (competitors) catch up with Apple’s advantage? A brand such as Apple can afford to take a bite in different business fields to see how it tastes: the iPod tasted good, the iPhone tasted even better, and the iPad made for a nice dessert. The music industry should have seen Apple circling around it years ahead of its attack. But where and what will the iShark attack next time? What will be Apple’s next attack? With the iPad, Apple will continue its attack on the publishing business (books, newspapers, etc). But isn’t it time someone attacked mighty Apple, for even sharks can be attacked? Apple is the kind of company that many people admire because they are outstanding in many ways, but the simple truth is that it is only good because the competition stinks. Sharkonomics will reveal where and how to attack companies such as Apple through some of the enormous blind spots they are unaware of and through mistakes in their defence strategies.
Above from the www.Sharkonomics.com book.