There are examples of markets being disrupted from the top. The iPod is a notable example. It started at a very high price, then dropped into the range where it

There are examples of markets being disrupted from the top. The iPod is a notable example. It started at a very high price, then dropped into the range where it has become ubiquitous. The trick seems to be that the company who establishes a high-price and high-margin product needs to be willing to cannibalize their own sales with lower priced offerings.