Apple’s Final Cut Pro video editing software already had 50% of the market. It cost $1000.
Then they did something nobody expected: The new version only costs $299.
All of their competitors are sitting on business plans, financials, and development plans that are now completely irrelevant. I assume that they are in a bit of a panic.
How can you do something so unexpected that your competitors will never see it coming?
Are you ready if someone does it to you?