Do you think that this perceptual map was used for: o As the original identification of the market gap of the iPhone o As a guide to designers and developers to keep focused on the final product and its benefits o As a launch presentation technique only o As a way of clearly communicating to consumers the unique benefits (positioning) of the iPhone o As a simple diagram to encourage the media and bloggers to communicate the iPhones point-of-difference 2. Given that Apple was new to smart phone technology at the time, do you think that there was a risk of being too ambitious in the marketplace? In other words, can new competitors use technology to leap-frog the market? 3. In what other markets/industries have new players taken over market leadership using break-through technology? 4. Were there other attributes that Apple could have considered for the perceptual map design? Or are these the two most important attributes in a consumers purchase decision? 5. Given that Apples approach to finding a market gap is clearly shown here, what is stopping their competitors from leap-frogging them back? (That is, how does Apple now retain its market leadership position?)