John Moltz su Macworld spiega che la cosa che riesce meglio a Apple è entrare in mercati già maturi — come quello della telefonia mobile — con un prodotto che risolva i problemi e le frustrazioni degli utenti:
Apple didn’t invent any of the product categories that it has become famous for flipping upside down like a cheap card table. It reinvented existing markets by making the user experience easier, richer, and more pleasant. This is Apple’s signature competency. […] The best way to evaluate whether Apple could enter a market is to ask whether people are satisfied with the current user experience.