Growing up, I watched my mum (and my dad!) dash out to work to support our family. I didn’t appreciate how full-on it was for her. She’d dart back from work to collect us from friend’s houses, or clubs, throw together a healthy dinner for five of us (sometimes extra humans including boyfriends, next-door neighbours, and our friends), scale a mountain of washing and ironing and then create packed lunches for us all so we could start over the next day. She must have been permanently knackered. She never stopped (she still doesn’t to this day!) But we were happy, and so was she.
So, let’s just say you’re Apple. What do you do when your customers already own your latest smart phone or tablet? How do you keep people spending on your products while they’re between upgrades? Simple: you innovate and blaze a trail in a new product category that hasn’t been exploited yet.