For a very long time Apple was little more than a niche computer company manufacturing goods aimed squarely at a niche market. Its unique product design sensibility and software stability meant it developed a loyal following of ‘hard core’ fans aka ‘fanbois’.

The invention of the iPod was one of the first steps taken in the business’ move into mass market consumer goods and there is no doubt it has become one of the world’s leading companies in that sector.

I have pondered for a long time what would happen when Apple stumbled, as they have with the iPhone 4. Would they respond like the niche business they were or the global corporation they now are?

Thus far it seems it’s the former.