page_title: Second product syndrome
hierarchical_section_title: Second product syndrome
caption_attribution_description: English: Steve Jobs shows off the iPhone 4 at the 2010 Worldwide Developers Conference.Español: Presentación del iPhone 4 por Steve Jobs en la 'Worldwide Developers Conference (WWDC)' del año 2010.
context_page_description: Second product syndrome is a business concept introduced by Steve Jobs in the documentary The Pixar Story. Steve Jobs describes the concept as when the company comes up with a very successful first product, it becomes more ambitious and boastful. The company then decides to go ahead with the second product without actually investigating and understanding the reason behind their first product's success. Therefore, the second product often ends up as a failure.
  Jobs stated his experience of second product syndrome at the technology company Apple as "I lived through Apple -the Apple II was incredibly successful and Apple III was a dud- and I've seen a lot of companies not make it through that."
context_section_description: Second product syndrome (also referred to as second-product syndrome or second product failure syndrome) is a business concept introduced by Steve Jobs in the documentary The Pixar Story. Steve Jobs describes the concept as when the company comes up with a very successful first product, it becomes more ambitious and boastful.  The company then decides to go ahead with the second product without actually investigating and understanding the reason behind their first product's success. Therefore, the second product often ends up as a failure.
  Jobs stated his experience of second product syndrome at the technology company Apple as "I lived through Apple -the Apple II was incredibly successful and Apple III was a dud- and I've seen a lot of companies not make it through that."
caption: Steve Jobs
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