Building such markets entails a process of mutual discovery by customers and manufacturers—and this simply takes time. In Apple’s development of the desktop computer, for example, the Apple I failed, the first Apple II was lackluster, and the Apple II[H11501] succeeded. The Apple III was a market failure because of quality problems, and the Lisa was a failure. The first two generations of the Macintosh computer also stumbled. It wasn’t until the third iteration of the Macintosh that Apple and its customers finally found “it”: the standard for convenient, user-friendly computing to which the
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