One staple of consulting is to advise clients to so-called "re-invent" themselves. Suggest the fundamental ways in which innovation matures a company. Provide a rationale and / or a real-world example to support your response.

It is well known that Apple has successfully established itself as the market leader in smartphones with its iPhone. Use the two primary dimensions (i.e., cost advantage and differentiation advantage) to recommend a strategy for Apple to sustain its competitive advantage in this market. Provide a rationale for your response.