In the book "Steve Jobs" by Walter Isaacson, Jobs emphasized the importance of self-cannibalization in business. He believed that companies should not fear the internal competition that may arise from their own innovations. Instead, he argued that embracing this strategy could lead to greater progress and prevent external competitors from seizing the market share. Jobs famously stated, "If you don't cannibalize yourself, someone else will," highlighting the need for constant evolution.

This mindset was evident in Apple's product development, where new devices like the iPhone and iPad could potentially impact the sales of older products like the iPod and laptops. Rather than shy away from this risk, Jobs encouraged innovation that challenged existing products, ultimately leading to significant advancements for the company and its customers. By prioritizing innovation over protecting older products, Jobs positioned Apple as a leader in technology.