• Technology – Hardware plays a ‘best-supporting’
role:While iPhone understood that applications and
content were most important, an element of control
over the hardware and technology was necessary for
success. The iPhone achieved success through
Apple’s core competency in product innovation,
ensuring that iPhone was highly functional and
capable of producing a rich mobile Internet browsing
experience. Thus it is highly important to ensure
that technology plays a strong supporting role to
applications and content.