Apple's segmentation strategy, and the folly of conventional wisdom
10/04/2010 10:09
There is a myth, more of a meme actually, about the 'inevitability' of commoditization. It is a view of the world that sees things linearly, in terms of singularities, and the so-called "one right path."
In this realm, where commoditization is God, horizontal orientation (versus vertical integration) rules the roost. How else to define consumers, not in flesh and blood terms, not as spirits that aspire to specific outcomes, but rather, as a composite set of loosely-coupled attributes. This mindset is compelling because it is simple and familiar, but it also leads to blind obsequiousness. Read more here