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The article discusses the shocking impact that Apple had on the growth of 15 startups in less than an hour. Apple announced new features that change the way developers can create apps, drastically affecting existing solutions provided by these small companies. Many startups were reliant on revenue from the Apple platform, which is now questionable. The author presents specific examples of startups that are facing financial difficulties and strategic challenges. When a major player manages to change the rules of the game, smaller entities have to make tough decisions - often in haste. This event raises many questions about the future of innovation in the tech industry and the role of large companies in creating a healthy ecosystem. Ultimately, the article concludes that startups must be flexible in the face of changes and continuously evolve their business strategies to survive in this dynamic environment.