Iterate, iterate, iterate. That’s the Apple mantra, according to anyone who pays attention: Launch a groundbreaking device that changes the entire market and people will flock to buy your improved version of a category that may have existed already for years. Then, every September, and pretty much every year, you release an incremental update.
Year over year, it doesn’t look like much is happening. But like a glacier carving valleys from mountains, the compound result is amazing.
Except we’re not talking about Apple here. We’re talking about Amazon and the Kindle.
