And what about Apple’s own business model? Apple previously believed content was less important than popularity of its devices. Now, Apple understands that it needs high-quality content from all the types of media it offers on its devices to be truly successful. The company’s new goal is to make deals with each media industry to contribute the content that users want to watch at a price agreed to by the content owners and the platform owners (Apple). The old attitudes of Apple (“Rip, burn, distribute”), which were designed to sell devices are a thing of the past. In this case of disruption technology, even the disruptors have been forced to change their behaviors.