Happy 10th anniversary to the iPhone, ‘a revolutionary product that changes everything’

Happy 10th anniversary to the iPhone, ‘a revolutionary product that changes everything’


Today is the 10th anniversary of the iPhone, which first went on sale on June 29 back in 2007, and we’re taking a look back at its launch and early reception.

Described by Steve Jobs as ‘a revolutionary product that changes everything,’ he teased that Apple was announcing three products: a wide-screen iPod with touch controls, a mobile phone, and a breakthrough Internet communications device before revealing that it was a single device, called the iPhone …

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Today, we’re introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device. So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. An iPod, a phone … are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone.

Steve said that the iPhone was both smarter and easier to use than existing smartphones, which had smaller screens, hardware keyboards and whose touchscreens required a stylus.

In what was by now the signature Apple advertising style, of ads which said little or nothing about the product itself, the first ad appeared during the Oscars – comprising a lot of movie clips of people answering phones before showing the iPhone with a simple ‘Hello … Coming in June.’

Work had begun on the iPhone three years earlier, in 2004, under the codename Project Purple. Steve Jobs revealed during a D8…



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