The presentation showed examples of the Iphone ‘beating’ the competition in webpage download time among other things. It is clear Apple is attempting the Iphone to ‘battle’ other phones based on the same values instead of venturing to a Blue Ocean for new ones. The major red flag was the commercial that Steve Jobs loves so much he had to play twice. If you were a non-customer, does that make you want to buy the phone? No. A ‘better’ phone is not the key to get non-customers. A big sign of Red Ocean thinking are price cuts. Cutting the price of Iphone won’t have the effect analysts believe. And customers will see the rise in the service price which will turn them off even more.