Let’s consider the competition for a second. Because of the iPhone’s huge success, it didn’t take long for competitors to catch on. Their job was easier, since they had a target to aim at: hitting the same area of consumer value that the iPhone did, except with their own hardware.
Meanwhile, Apple would be iterating, expanding the perimeter’s complexity, and trying to capture more value for their customers. To sustain a competitive edge, there would need to be areas of value that the iPhone covered that their less-evolved rivals didn’t cover.
Successive iterations brought the App-Store, front-and-rear cameras, touch, bluetooth, WiFi and so on.
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