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The Apple Defence

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  • Richard Martin
  • August 29, 2012
  • 2:30 pm
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Richard Martin

Richard Martin empowers leaders to outmaneuver uncertainty and drive change through strategic insight and transformative thinking.
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Apple has so far been successful in its legal action against Samsung’s supposed copying of its patents on the iPhone. This reminds me of the same strategy Apple took in the 80s and 90s to fight off Microsoft’s encroachment on its graphical user interface territory.

Let’s be clear. This is a purely defensive move on Apple’s part that can only buy time. While this is going on, there are other companies encroaching on Apple’s currently solid position in mobile computing and communications. The victory, if it can indeed be called that, is only temporary. Call it the Apple defence. This doesn’t dispense Apple from continuing to innovate the way it has over the last decade.

I discuss such defensive manoeuvres and their temporary advantages (and longer term risks) at length in my forthcoming book, Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles, due out in September under the Global Professional Publishing imprint. As I say in the book,

“Defence can only succeed as a temporary competitive posture. It can be used to protect an advance once it’s achieved but in the long run a company must be on the offensive.”

Moreover,

“Innovation is the key way that businesses redefine needs and markets by outflanking or encircling the competition.”

© 2012 Richard Martin. Reproduction and quotes permitted with full and proper attribution.


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Richard Martin, President of Alcera Consulting Inc.

Richard Martin

Richard Martin is the President of Alcera Consulting Inc., a strategic advisory firm collaborating with top-level leaders to provide strategic insight, navigate uncertainty, and drive transformative change, ensuring market dominance and excellence in public governance. He is the author of Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles and the creator of the blog ExploitingChange.com. Richard is also the developer of Strategic Epistemology, a groundbreaking theory that focuses on winning the battle for minds in a world of conflict by dismantling opposing worldviews and ideologies through strategic narrative and archetypal awareness.

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