> Creative monopolists give customers more choices by adding entirely new categories of products. Microsoft had a huge monopoly in operating systems. At the sam

> Creative monopolists give customers more choices by adding entirely new categories of products. Microsoft had a huge monopoly in operating systems. At the same time, Apple’s iOS & Google’s Android emerged and overtook operating system dominance. He uses the word monopoly but all he's talking about is proprietary advantage. Starbucks doesn't have a monopoly on coffee, and yet they're absolutely dominant due to their business methods and brand. Unless you start playing semantic games by saying that Starbucks has a monopoly on the use of the Starbrucks brand. Or Apple's hugely profitable PC sales are only possible due to their monopoly usage of Apple's OSX.