I was reading the above Forbes article on Apple and I thought it was worth calling it out as an example of a company whose strategy is not just on paper, but in their pricing and proudly and clearly communicated by their executives. Apple isn’t interested in developing products to capture the low end of the market and they aren’t going to make the mistake of pricing their premium products at the same level as their competitors.
Apple does have some examples of “flanking products” such as the ipod shuffle which have reduced funtionality, but even that product priced at a premium compared to other MP3 players which don’t integrate with iTunes as easily.
Although it is ONE strategy, its not a good strategy to try to be all things to all people. Pick a market, develop products and services to fit needs in that market and then communicate the value of your offering clearly. Well done, Apple.
Carragee Consulting 
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