To summarize the article "By choosing to compete on design instead of technology alone, Apple seems to have found a loophole in the Innovator's Dilemma." Can w

To summarize the article "By choosing to compete on design instead of technology alone, Apple seems to have found a loophole in the Innovator's Dilemma." Can we apply the same type of concept to Internet based company and be successful? Does 37signals use this concept?