Marketing Apple

Marketing Apple is about 5 pages long pdf that talks about things that have worked at Apple. I respect that company for all those wonderful marketing ideas and how they create hype before a product is even launched. I think its an interesting read for any one looking out for marketing ideas and new products.
However I disagree with one of the observations. Point 2 says "Never be First to Market".
I strongly disagree. Ok Apple was never first to market but that doesnt mean being first to market would not work. Todays world is like a flush. The first player comes and customers flock the way water rushes when the plug is pulled. And to complete the analogy, once a customer is hooked, the switching costs are too high to let any customer go. Once you enroll at MDI, you can not tihnk about enorolling at a better BSchool - cos you have paid so much and any other BSchool is only marginally better.
They could have talked about solving a problem easier and better and faster. iPod worked becuase it was part cult and it solved the problem of moving around with music better than any other player in the market (check out iPod launch videos on youtube).
So basically create something that is attractive, easy for cusotmers to join and has high switching cost for customers.
I more or less agree with the other observations.
Any comments ... ?
P.S.: Talking is way too easy. Getting an idea and opening an enterprise is way too difficult :(

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