Apple has made excellent use of the network economy through its interoperable products like iTunes, benefiting from increased users and content. Kelly's Laws of Plentitude and Allegiance helped drive iTunes' and Apple's exponential growth, as more users and loyalty bred more users, rather than lower prices reducing demand. The success of the App Store, modeled after iTunes, showed Apple's ability to instantly scale new platforms.

1. APPLE IN
The Network Economy

2. There are few examples of
commercial enterprises
making better use of the
network economy than Apple.

3. The interoperability of Apple’s iTunes and
Microsoft’s Windows helped iTunes
become ubiquitous

4. The exponential growth of
users in the iTunes store is in
line with increase in music
available and increase in
devices interoperable with
iTunes.

5. Kelly’s Law of Plentitude “more gives more” is
particularly applicable to the Apple and iTunes story
and this effect of more users breeding more users in an
exponential manner is a fundamental basis for the
success of iTMS and Apple in general.

6. The Law of Inverse Pricing has
not held true for the iTunes
store with prices actually
increasing over time.

7. Kelly’s Law of Allegiance
at work: brand loyalty is
key to the success of
Apple.

8. The App Store for the
iPhone and later the iPad
was modelled on the
iTunes Store and was
evidence of instant
scalability.

9.  For a reference list see
http://nemsow.com/vandelay/
The Network Economy