4.7 With the release of the iPhone 3G and OS V2.0 in 2008, Apple created a new ecosystem or market for mobile software developers to compete and succeed in. Many iPhone developers made loud proclamations of early success. By 2009, over 30,000 separate iPhone Apps became available for iPhone users, presenting unique challenges to new iPhone developers. Using the competitive concepts and frameworks in this chapter, describe (a)

the industry and context for a new firm entering into the iPhone App market,

(b) how a sustainable competitive advantage could be built given this market’s very low entry costs, and (c)

competitive tactics that could match well to the unique nature of this market.