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Apple and the Built-In Advantage
daringfireball.net
If you have a good idea for a third-party product on a big platform, you need to expect that the platform maker will eventually use your idea. If they don’t, maybe it wasn’t that good an idea in the first place. If they do, you should be ready to keep your product viable by going further than the platform maker is willing to go. Target the enthusiast/professional/power user market. If your idea doesn’t have room for an enthusiast/professional/power user tier — hello, Tile — again, maybe it wasn’t that great an idea in the first place, or it was simply a good idea whose time as a viable product has passed.