Professor Murmann's Blog: Apple did not forsee the success of the application store

Apple did not forsee the success of the application store

It is hard to forsee the future as the recent episode with Apple’s application store demonstrates.  The NY Times reports:

The App Store’s success — as much a surprise to Apple as it has been to competitors — has given rise to a new digital ecosystem. Today, hundreds of software aspirants, from individuals tinkering in their bedrooms late at night to established companies looking for lucrative new revenue streams, are jumping into the App Store fray.

When making a decision, managers often make the mistakes of only considering the potential upsides, but not the cost of downsides. Positive surprises don’t kill firms. It is the negative surprises that bring you down. 

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