Competition and the Elastic Enterprise: The Advantage of Elastic Strategy and Strategic Options Thinking – The Case of Apple TV

We think a key ingredient of sustainable future business success is an elastic strategy with a strong strategic options portfolio.  There’s a classic example of that out there right now – Apple TV.

In Walter Isaacson’s celebrated biography, Steve Jobs, he quotes Steve Jobs as saying, “I’d like to create an integrated television set that is completely easy to use…  It would be seamlessly synced with all of your devices and with iCloud.”  But what got the world talking was, “It will have the simplest user interface you could imagine. I finally cracked it.”

Among all the products that Apple is pursuing it still has time for television.

Going further into TV would involve a major multi-pronged strategy.  It’s about capitalizing on the competitive advantages that Apple has developed and has as an elastic enterprise.  Let’s take a closer look.

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