Don’t fight the market, move the market boundaries. Create the necessary foundations to define the boundaries of the new marketplace. Apple did this by creating iTunes and the Apps Store, making it affordable to people to buy songs and easy to access from all iDevices. It created a new ecosystem where new customers can thrive, and retained.
Build on your strengths and hide your flaws. Apple focused on user-experience where it could make a difference rather than showing off its technical specification. In the iPad 2, it didn’t tell people how much RAM it had but told them it was lighter and thinner – things that were more important for portability in tablets.