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Communications of the ACM

ACM Opinion

Apple: Disrupt or Perish


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While the secret for Apple's success seems patently obvious to most&meash;as obvious as the form and function of the iPhone 4—a more subtle reason is the company's counter-intuitive knack for disrupting its own product lines.

Will that be an iPad or a MacBook Air? Decisions, decisions.

Let's set the stage be asking why can't a Sony or a Toshiba or a Dell emulate Apple's success? They've been around the block a few times and have access to equal, or better, resources. A full answer to that question is too long and involved to address in any format other than a Ph.D dissertation. But a willingness (or unwillingness in the above-mentioned companies) to eat one's own progeny—metaphorically speaking—is crucial. In market parlance, it's referred to as disruptive technology. What makes Apple special is that it comes from within the company.

From CNET
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