What Clayton Christensen got wrong

The article argues that Clayton Christensen's second theory of disruption, low-end disruption, is flawed, so his prediction that Apple's iPod and iPhone would be overtaken by modular rivals will fail. It says Christensen made this prediction in Businessweek interviews in 2006 and 2007 and in a 2012 episode of Critical Path with Horace Dediu. The author contends the theory assumes buyers are rational, that every attribute that matters can be measured, and that modular products can match on all of them. The author says these assumptions hold for business buyers, whose purchases Christensen's research drew on, but fail in the consumer market, where ease of use is the most valued attribute and cannot be overshot.