Mobile Today articulates Apple's success strategy in the handset market

David Nunn has a nice little op ed piece today in Mobile Magazine which lays out Apple’s high level strategy going into the mobile handset arena.  The numbers he quotes are quite impressive.

The first sales figures obtained by Mobile for the 3G iPhone reveal that Apple is on course to breeze by this milestone. Its sales have consistently hovered at around 4-7% of the market. What is amazing about this feat is that it has been achieved on the back of a single product, sold at a premium price on terms dictated by the manufacturer. In contrast, the likes of LG climbed up through the second division of handset manufacturers by cheap 3G handsets to the whim of operators (namely 3). It then graduated to the top tier by turning cartwheels to produce one eye-catching designer product after another.

But the interesting thing is the comparison between Apple and out-matched military commanders who see a weakeness and exploit it.

Great military commanders in history, such as Nelson or Napoleon, were masters at winning battles against larger enemies. Their technique was to mass small forces at a single point where the enemy was weak, to create an overwhelming advantage that would force a breakthrough. That’s pretty much what the polo-neck brigade at Apple has achieved.

Good analagy except it is the ‘mock turtle neck brigade’.

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