The difference between Creative and Apple
The difference in a nutshell: Creative sells products. Apple creates customers.
Few people have an “mp3 player problem.” Lots of people have a “lack of music problem.” iTunes and the iPod make music available, easily and copiously.
Apple connects people with their music. Creative sells a player.
You and your music can grow with Apple. With Creative, it’s you and your player.
So, when you’ve lost the customers, try to win with lawyers. BusinessWeek has the latest.