This involves understanding the problem the customer needs to solve. For example, entrepreneur Steve Jobs of Apple, Inc. developed the iPod for consumers who wanted to take their music with them, such as on a walk, run, or workout. Hard to do these things with the options available at the time. Imagine how difficult it would be to run five miles with a big boombox on your shoulder. Regular introduction of new innovative products has made Apple, Inc. a leader in innovation and any new product or upgrade is something new that a customer will not just pay for. Not to mention lining up outside the store a week before launch to wait for an opportunity to purchase the new innovation or upgrade! Ultimately, entrepreneurs also seek innovation to increase their revenue. By introducing new products and services that customers are not yet familiar with, either by developing a new technology or changing the quality of an existing good, entrepreneurs can ensure their business has a high market share. Indeed, the new innovative product or service is considered a precursor. Companies that employ this strategy are able to charge high prices in the short term for their products and services because they recoup their capital investment before their competitors enter the market.