When Apple set out to change the landscape of music, did they envision that their groundbreaking tools would be used for other purposes?
Peter Jackson used iPods to transport the dailies for Lord of the Rings
Doctors are using iPods to store and transport medical images
Stanford University is now using iTunes to distribute lectures, performances and sports events
It's interesting that these consumer tools and devices are now giving Apple great additional exposure in the education, medicine and entertainment markets. Sometimes it's important to discover how certain groups of consumers are adapting your products. This learning could well help to open up new market opportunities. Look to the edges and fringes and see what is happening.
