Devoted to lead generation, lead generators, and successful lead gen campaigns

Sounds like a simple strategy, but it amazes me how many businesses enjoy some initial success, and do nothing to improve upon that as they grow.

Apple is not one of those companies.

Apple is consistently researching and launching new products that gets the market's attention and gets their customers (and potential customers) excited about their newest products.

On the heels of the success of the iPhone, Apple introduced their new ultra-thin laptop, the MacBook Air:

At its beefiest, the new computer is .76 inches thick; at its thinnest, it's .16 inches, he said. It comes standard with an 80- gigabyte hard drive, with the option of a 64GB flash-based solid state drive as an upgrade.

The machine doesn't come with a built-in optical drive for reading CDs and DVDs, a feature Jobs says consumers won't miss because they can download movies and music over the Internet and access the optical drives on other PCs and Macs to install new software. They can buy an external drive, however, that will retail for $99.

The new laptop, which has a 13.3-inch screen and full-sized laptop keyboard, will cost $1,799 when it goes on sale in two weeks, though Apple is taking orders now. The company's Web site is already touting the machine. The price is competitive with other laptops in its market segment.

It doesn't hurt when your product or service is "cool", but even if its an older company with an older product or service, making small changes to the way it looks, feels and performs can gain a whole new segment of whatever your market is.

Want an example of the right way to use products to increase market share?  Look no further than Apple.