1. make a device that is more expenseive than what people are used to pay for this type of thing
2. before it is released make so much hype you’ll irritate half of the opinion-creating media
3. release the device
4. undersell because point 1.
5. cut back the price by $100 thus alienating the dedicated fans who bought the overpriced device and by doing so admit publicly that you overestimated how great it was
6. a yar later release new version that is half cheaper and faster
7. do not make enough devices so that you have 10 people registering to buy per every 1 you are able to release
8. lose the ‘expensive device going affordable’ effect that only happens once and annoy people who won’t get the device…
9… meanwhile giving the competition time to regroup, learn on your mistakes and do it all better
10. Get away with it because you’re Apple Inc.
