Product life cycle is the main problems for many companies nowadays. Apple for example, their product life cycle is very short due to the competition, that is why they are constantly creating new products at least once a year. The problem of a rapid life cycle is that competitors will gain from your idea. Your idea will be the initiative for the competitors. Companies who started their growth back in the 80s and 90s never knew that today many of them would be in a maturity stand point. New companies are perfectionizing existing products, downgrading these products to the bottom. Were in a age of innovation, the more innovation, the rapid the life cycle, the more innovation.