Embrace, extend, and extinguish

Embrace, extend, and extinguish is a strategy used by companies to take over the market. It starts with a company embracing something (like a particular type of technology), then the company extends it to make it unique, and finally they use that uniqueness to extinguish (or get rid of) competing technologies. An example of this could be a smartphone company releasing a new phone that has a lot of features that competitors do not have. They embrace the technology and make it better. Then they extend it by adding new features. Finally they use that extra features to get people to use their phone instead of the competitors.