Latent Demand: Apple's Trillion Dollar Secret
Steve Carlotti: Apple is actually a really interesting example of thinking about the notion of latent demand. And I’d like to actually talk about two examples. I’d like to talk about iTunes, and I’d like to talk about the iPad. Because I think they illustrate very different ways of coming at latent demand. So let me first talk about iTunes. iTunes was an example of latent demand, but also an example of emerging demand. Where emerging demand is demand that you can just start to see if you look at the world in the right way.
Jonathan Fowler & Elizabeth Rodd
Steve Carlotti, CEO of The Cambridge Group, says Apple's success is due to the company's ability to uncover latent demand.
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