(i) Product Life Cycle patterns are too variable in shape and duration to be generalised. A Product Life Cycle is not applicable in all product categories.
(ii) Marketers can rarely tell which stage their product is in.
(iii) For specific products, the length of each Product Life Cycle stage is unpredictable.
(iv) A product may appear to be mature when it has actually reached a plateau prior to another upsurge.
(v) A Product Life Cycle assumes no reversion to earlier consumer preferences.
(vi) Strategic decisions can change the life cycle.
(vii) It can become a self-fulfilling prophecy.