Apple had to change their behaviours as been forced by the disruptive technology , in changing the company's supply chain, its marketing strategy, its market position, or its pricing strategy.
Apple has their own business model which previously believed content was less important than the popularity of its device.
But now, Apple realize that to be successful, high quality content is the first thing to be understand.
Apple now deals with media industry to distribute the content that users want to get at a price agreed.
To sell devices, Apple had to leave the old attitude ( “rip, burn distribute’’ ) as iPad got challenge to convince potential users.