You contrast that with their competitors, who also made announcements that were preemptive, but they didn’t have pricing, they didn’t have functionality, they didn’t have the capabilities or the availability dates.”
Ewell emphasizes that Apple, in just being able to drive that systematic process and think through all of the elements, and then successfully deliver over three or four launches, has now put everyone else on their heels. "It becomes less about the actual functionality advantage that they have, and more about the advantage that they have generated around just being able to drive that cadence for launch, so that consumers are waiting, and they’re getting a complete solution and they’re ready for the next one. It’s a very powerful example," Ewell says.
In the case of Apple and almost everybody else in the software and hardware business, particularly in the cloud arena, there’s a whole new world. Besides the company making the product, there are third-party developers, open standards, and APIs that other people are writing to. The game is about integration on the engineering side as well, and there are infinitely more players involved in a successful launch than ever before. If you’re a company like Salesforce for example, you have to think not only about your own functionality, but about how third parties are going to write apps on top of your core platform. The traditional development and marketing model just doesn’t hold water any more.