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The "Burning Platform" memo by CEO Stephen Elop, seeks to confront Nokia with the reality of what is happening, as it has fallen years behind competitors who have completely changed the space Nokia was in. Apple's iPhone has redefined the space for smartphones and Apple now owns the high end market. In 2008, Apple's market share in the $300+ price range was 25%, by 2010 it was 61%. Newcomer Android has in 2 years created a platform that by attracting application developers, service providers and hardware manufacturers, is winning the mid-range down to 100 euros. And in 2008, MediaTek provided complete reference designs for phone chipsets, so that Chinese manufacturers in Shenzen could produce phones at an astonishing pace. They now own the low end of the market, producing an estimated one third of the phones sold globally. A crtical part of the memo is about ecosystems. He says it is no longer about hardware and device to device competition, but about ecosystems that include not just hardware and software. It includes developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and so on. And Elop says the decision confronting Nokia, is how to build, catalyse or join an ecosystem....

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Microsoft chairman, Steve Ballmer, says Microsoft's total revenue in China is less than the revenue generated in the Netherlands, because of high rates of software piracy in China. Estimates of the percentage of all PC software that was pirated in China for 2010 are 78% for China, compared to 20% in the U.S. and 28% in the Netherlands. In China copies of Microsoft's Office and Windows programs are available on the street for $2 or $3.

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The U.S. market has better prospects than emerging markets according to some analysts. This is because a large number of U.S. tech and blue chip companies have good earnings and cash positions, and lower valuations. Commodities prices are volatile because China is raising interest rates to control inflation, slowing growth. Many emerging markets like Russia and Brazil are dependent on commodities exports making them riskier as China's growth slows.

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Product obsolescence in a matter of weeks- the situation with the HP Touchpad. The Touchpad tablet is introduced at a retail price of $399 for 16GB and $499 for 32GB versions on July 1, 2011. The product is scrapped by CEO Apotheker after disappointing sales within weeks of introduction. It is now sold at a sale price of $99 in the last week of August 2011. This shows the astounding rate at which things change in the high tech product markets. Nokia, Nintendo, and now HP have seen their fortunes change quickly in 2011.

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Apple faces large hurdles in China with models made locally by Huawei and other Chinese companies that offer similar features at a price about one third less. Chinese buyers are also looking for products that are made locally by Chinese companies. As a result Apple's market share in China has declined from 9% in 2015 to 7% in 2016. The future for Apple does not look bright apart from a core group of Apple fans that look for new product launches every year. Social media comments cited here show the comments about the iPhone 7 that say buyers should not pay $159 for Air Pods, the cordless earbuds. With the economic situation changing buyers are careful to pay so much for the iPhone 7, when it looks so much like the iPhone 6. In India Apple iPhone price are much higher and remain a significant hurdle for price conscious buyers.

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Apple's sales in India are insignificant because of the lack of 3G networks. RIM's Blackberry and apps work well on the existing 2G networks. Prices are higher with the cheapest iPhone costing $705 at a Reliance iStore. The cheapest iPad 2 goes for $603. Blackberry phones cost less than $200. As a result Apple's iPhone sales are only 2.6% of India's smartphone shipments for the 2nd quarter 2011. RIM's is 15%, Samsung Electronic's is 21%, and Nokia's 46%, according to IDC. RIM is extending its distribution in India from 15 cities in 2010 to 80 cities in 2011. IDC estimates that smartphone shipments in India will grow by 68% a year, reaching 81.5 million units by 2015.