Another example is the 1st generation iPod. Did just enough to solidify market share, then started evolving. You don't see people ooh and ahhing over a wheel

Another example is the 1st generation iPod. Did just enough to solidify market share, then started evolving. You don't see people ooh and ahhing over a wheel anymore now that we are firmly onto touch pads. Edit: Another example is iTunes (why couldn't you buy things directly on your device) or their office productivity suite.