This analyzes Apple's iPhone marketing strategy, focusing on how the company shifted its approach to cater to the majority market rather than just early adopters.

It argues that while the Mac (before iPhone) era was defined by radical innovation to appeal to niche users seeking "surprise," the iPhone era thrives on "certain improvement" and stability to satisfy the mass public who prioritize reliability and ease of use over dramatic change. It highlights a crucial disconnect between tech critics who demand innovation and the majority of customers who value subtle, consistent upgrades like better batteries and cameras, noting that Apple successfully uses a "two-handed approach," maintaining stability with the numbered iPhone series while using experimental lines like the "iPhone Air" for innovation.

It concludes that Apple’s sustained success is rooted in its ability to honestly identify who its current customers are and adapt its product strategy accordingly.