Apple is the latest "buzz" right now.
There is a book on the subject
http://en.wikipedia.org/wiki/Blue_Ocean_Strategy deals with finding new markets.
Sony did it 20+ years ago with the walkman.
Portable tape players where kiking around for a long time before sony came on the scene, but they where for "practical" things like dictation etc.
Edison did it 90+ years ago with the record player. Ability for user to enjoy music in his own home.
It you define a new niche, then for the first few years you enjoy no competition.
Probably when the bean counters take over Apple, it will end up just like Sony. It will take a few years.
Maybe i am not very impressed with the ipad because I was already doing all of the things that ipad users are probably using thier device for

.
I was reading e-books on the go for the last 10 years. Why carry around a ton of paper, when I can just use a PDA that fits in my pocket, and i can have on it 100-500 books.
I got fedup of carrying arround a notepad. The pieces of paper get damaged, it is bulky etc. PDA same thing.
I guess that is one of the reasons i am not very impressed with the iphone. Yah it does its job, but for a lot of things it sucks shit.
PDF reader on iphone is a POS. There are tons of open source ones that are 10x better, but because apple locks their devices I can not install one.
IPOD player is a POS, it only plays the crap apple formats, you need to hook up to itunes to manipulate playlists etc.
I have an ASUS mini-book, it can do anything that an ipad can do and more. And it has a long battery life.
Bottom line is most people in the real world are fuking retards. Unless they are told what to do, they just stand there like a bunch of deer caught in the headlights.
Most large companies reward do nothing.
Ironically the military rewards getting things done. It is driven into your head, it is better to do something even if it is the wrong thing, as opposed to standing there like a fuking deer in the headlights.
I remember first time I got a job in the "real world". I wanted to do something, so i went to my supervisor. I asked her can I do this ?. She said I do not know. I have to ask my supervisor. When can you ask ? Ohh i don't know, he is on vacation for the next 3 weeks. So who is in charge right now ? No one. Basically sums up a modern western society.
When one of Edison's factories burned down, it was assumed it would take months if not years for Edison to get going again. He rebuilt the factory in 6 weeks and the new factory could product 2x as much as the old one. The number of things Edison innovated and put into production is amazing. Yes he made a lot of mistakes, spending his entire fortune attempting to extract iron with electricity was probably one of them

But then again he bounced back and regained another fortune.
50+ years ago in america there where tons of "Apples", today because innovation is so rare, was was normal in the past is now amazing.
To quote the great general itself ""There are no bad soldiers, only bad officers", well that sums up american society itself.