Selling Expectations | Macdrifter

Gabe Weatherhead:

This is how Apple beats their competitors. They don’t just make nice products for people that like Apple designs. They change expectations and then own every part of the process to fulfill the expectations. Just when Apple designs become the standard, they raise the bar and add a Retina display to their laptops. In two years, high density displays will be the new standard. Everyone else will be struggling to secure their supply chain while Apple is busy setting the next expectation.

Spot on. A lot to learn from their approach.