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Quote from Mr Jobs. He then adds: ‘But we need to make it more affordable.” I remember everyone wanting the RAZR. Then everybody had one because it became affordable. And then nobody wanted a RAZR anymore because everyone had a RAZR as it was now more than affordable, it became free in a sense.
The iPhone is a hit so far because not everyone has it. The less people are able to get it, the harder they try and the more buzz is created.
I always advise to create mega awareness for their brand (product, service or personal) but limit its accessibility. This create more buzz and higher prices or fees.
What about the iPod? How come that everyone who wanted got one and still everybody still has it? Answer: there’s no serious alternative to the iPod. Thus it has become an institution like watching hockey if you’re in Canada, watching American football if you’re in the US or watching sumo wrestling if you’re in Japan.
That’s what market dominance is all about by the way: becoming an institution.
