The story of disruptive innovation often follows a familiar pattern: A new product enters an existing market and transforms it by addressing fundamental user needs in novel ways. This pattern emerges clearly in two seemingly unrelated domains: consumer technology and modern harm reduction methods.
When Apple introduced the iPad in 2010, it entered a market where previous tablet computers had seen limited success. The key differentiator was not revolutionary technology but rather how that technology served user needs. The iPad’s touch interface replaced the cumbersome stylus of earlier tablets, while its $499 price point made it accessible to mainstream consumers. These choices reflected Apple’s understanding that success depends not just on what a product can do but also on how easily users can access those capabilities.
The same principles emerge in the evolution of alternative nicotine products. Traditional nicotine replacement therapy (NRT) products, while somewhat effective, often present practical challenges for users. For instance, research presented recently by Dr. Karl Fagerström in London shows that modern nicotine pouches share core ingredients with NRT gum—both use pharmaceutical-grade nicotine and similar sweeteners—but differ significantly in their approach to delivery.
This shift mirrors Apple’s strategy with the Apple Watch. While companies like Seiko and Microsoft had previously attempted to create smart watches, these devices often prioritized technical capabilities over practical utility. The Apple Watch succeeded by focusing on everyday usability and seamless integration with existing habits.
New research highlights how this user-centric approach translates to public health outcomes. A pilot study found that smokers using nicotine pouches reduced their daily cigarette consumption from 15 to 8.3 on average, even without initially planning to quit. This mirrors how the iPad’s intuitive design led many to naturally reduce their laptop usage, even without consciously planning to change their computing habits.
The composition analysis of nicotine pouches and NRT products reveals another parallel with Apple’s approach. Just as the iPad used proven technologies in new configurations, nicotine pouches employ established ingredients like microcrystalline cellulose and acesulfame potassium to enhance user experience.
For European policymakers and health officials, these parallels offer timely insights as several Member States consider regulatory approaches. While Belgium has implemented bans on nicotine pouches, and France and Poland contemplate similar measures, the tech sector’s history suggests careful consideration of regulatory frameworks that acknowledge innovation. As the EU shapes its approach to novel nicotine products, the evidence points to the value of balanced regulation that protects public health while recognizing the role of user-centered innovations in harm reduction strategies.
This understanding could transform public health approaches to smoking cessation. Apple’s success came from understanding how people actually use technology in their daily lives, not just its technical capabilities. Similarly, modern alternatives to smoking succeed when they fit seamlessly into users’ lifestyles, rather than requiring users to adapt to the product.
* Federico N. Fernández is a visionary leader dedicated to driving innovation and change. As the CEO of We Are Innovation, a global network of 45+ think tanks and NGOs, Federico champions innovative solutions worldwide. His expertise and passion for innovation have earned him recognition from prestigious publications such as The Economist, El País, Folha de São Paulo, and Newsweek. Federico has also delivered inspiring speeches and lectures across three continents, authored numerous scholarly articles, and co-edited several books on economics.
Source: We Are Innovation
