Disruptive products as initially defined are reliant on advances in technology to become good enough to challenge established markets (while they advanced via e

Disruptive products as initially defined are reliant on advances in technology to become good enough to challenge established markets (while they advanced via emerging/self-created markets). Apple was always biding their time, waiting for the right moment for a giant leap forward in consumer satisfaction to become possible; it's the opposite of the incrementalism of the usual disruptive product. Few companies would consider such an approach because it seems to be a much, much bigger risk, leaping so far forward in consumer satisfaction that you are practically creating a new market. But there is an enormous leverage opportunity created when you take this approach: A visionary new product can generate a lot of marketing leverage from a strong sales pitch. It really is better. Using a strong sales pitch for an established "me too" product doesn't generate a lot of marketing leverage. And Apple had the head visionary as head salesperson. The flip side of the potential sales pitch leverage is that the product can likely only be sold via strong sales pitch. It's too new. So the best positioned company to take advantage of the strong selling opportunities of the Apple approach is one with a strong brand as an innovator. Upstarts or stodgy old companies won't know how to really pitch the product compellingly, or will be at too large a disadvantage from their non-existent/badly matched brand. I worry that Apple with Jobs gone will forget to sell their next big innovation strongly enough, and will just rely on their existing customer base and strong brand. It will probably only work well the first time (existing huge base/incredible brand). I say "I worry" because I want Apple to continue creating products that are great leaps forward, and I don't think they can do so perpetually without acknowledging the huge role that a really strong sales pitch plays in the success of such products.