patterns 84 Multi-sided platforMs The evolution of Apple’s product line from the iPod to the iPhone high- lights the company’s transition to a powerful platform business model pattern. The iPod was initially a stand-alone device. The iPhone, on the contrary, evolved into a powerful multi-sided platform for which Apple controls third party applications through its App Store. Apple’s Evolution into a Platform Operator bmgen_final.indd 84 6/15/10 5:36 PM