![]() ![]() Millions of people would rather buy music than steal it, if easy to access and fairly priced people were clamoring for iTunes for their Windows-based personal computers and Windows had an installed base of more than one billion personal computers.įinally, with all this empirical validation, Apple fired the big cannonball. This, too, succeeded, and Apple had more empirical validation. So, Apple took the next step, launching an online music store and working out a deal with the music industry to offer individual songs at 99 cents. People loved the iPod customers loved iTunes for the Mac iPod sales more than doubled in a year the music industry faced severe challenges from growth in illegally downloaded music and Apple employees wanted an easy way to download music without stealing. Still, Apple had increasing empirical validation. The iPod was a very cool bullet, but a bullet nonetheless. … The 10Xers were much more likely to fire calibrated cannonballs, while the comparison cases had uncalibrated cannonballs flying all over the place.īy 2002, the iPod remained a small part of Apple’s overall portfolio, accounting for less than 3 percent of net sales, meriting neither a separate line item in Apple’s financial statements nor a mention in the opening paragraph of the company’s business description. The comparison companies, however, tended to fire cannonballs before they’d obtained a confirming calibration-empirical validation gained through actual experience-that the cannonball would likely reach its intended target. You live.īoth the 10Xers and the comparison cases fired cannonballs. ![]() Now, you take all the remaining gunpowder and fire a big cannonball along the same line of sight, which sinks the enemy ship. The next bullet hits-ping!-the hull of the oncoming ship. You make a third bullet and fire, missing by only 10 degrees. But suppose instead that when you see the ship bearing down, you take a little bit of gunpowder and fire a bullet. ![]() You turn to your stockpile and discover that you’re out of gunpowder. The cannonball flies out over the ocean…and misses the target, off by 40 degrees. You take all your gunpowder and use it to fire a big cannonball. Picture yourself at sea, a hostile ship bearing down on you. ![]()
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