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It’s been 15 years since Apple released what may be its flagship device: the iPhone. A decade and a half later, there are few products that have achieved a similar level of brand recognition.
Announced to an eager audience in 2007, the iPhone has revolutionized the way we communicate and even the way we live every day.
The big screen revolution
The iPhone went on sale in the United States in June 2007, and in six other countries in November.
From the release of Mac computers in the 1970s to the iPod in 2001, Apple had already learned well how to engage with its audience – and how to drive incredible levels of advertising when it launched a product.
Early reviews of the iPhone were almost universal, full of applause for Apple’s attention to detail and style. The only problem noted was network connectivity – and that was a problem of slow speeds on the phone operators’ networks, not the device itself.
Consumers’ appreciation of the iPhone’s style came as no surprise. It was indicative of a developing trend towards smartphones with large-format screens (but still reflecting the shape of a phone). The Nokia N95 was another such example that hit the market that same year.
The original iPhone offered wifi, supported 2G EDGE connectivity, and had internet download speeds below 500 Kbps (compared to multi-Mbps speeds today).
It was also limited to 4GB or 8GB models. That might sound pitiful compared to the 1TB options available today, but it’s enough to hold hundreds of songs or videos and was revolutionary at the time.
Apple assembly line
The iPhone 3G was rolled out across the globe in July 2008, with improved data speeds and the addition of the Apple App Store. Although it only offered 500 apps at launch, the app store marked a significant improvement in the phone’s functionality.
And just as users were getting used to the 3G, it was replaced by the 3GS about a year later.
This cycle of regularly releasing new products was critical to Apple’s success. By releasing regular updates (either through product iterations, or more minor functionality improvements) Apple managed to secure an enthusiastic audience eager for new releases every year.
Also, since older products were often passed down within families, Apple’s product line helped create a multigenerational user base. This thing still works today.
New approaches to old ways
The iPhone family has delivered improvements in size, speed and data storage throughout its 15-year history. Some of its “new” features weren’t necessarily new to the market, but Apple excelled at delivering them in highly integrated ways that “just worked” (as founder Steve Jobs would say).
In 2013, the iPhone 5S introduced touch ID, which allowed users to unlock their phones with a fingerprint. While this was first introduced with the Fujitsu F505i in 2003, Apple offered a powerful implementation of this feature. Of course, it wasn’t long before individuals learned how to bypass the mechanism.
The iPhone 8, released in 2017, brought with it the facial recognition feature. This still had weaknesses, but at least it was immune to a photo unlock.
Beyond security, the iPhone series has also offered year-over-year improvements in camera technology. While the original model had a small two-megapixel camera, later models had multiple lenses, with resolution increased to 12 megapixels – rivaling many digital cameras on the market.
Wireless charging was introduced with the iPhone 8 (although it was preceded by Samsung as early as 2011). And the bezel-less design of the iPhone X, released in 2017, built on features found in the Sharp Aquos S2 from the same year.
polemic
However, the iPhone has not been without problems. The introduction of the iPhone 7 in 2016 saw the removal of the standard 3.5mm headphone jack – and many were not happy.
While an adapter was initially provided for customers to plug in their regular headphones, it was only free for about two years. After that it had to be bought. In 2016 there were indications of an increase in sales of wireless headphones. Perhaps seizing the moment, Apple released its AirPods (wireless Bluetooth headphones) at the same time.
A similar change came in 2020 with the release of the iPhone 12. Consumers had plenty of spare devices – and perhaps trying to implement the green reuse agenda – Apple removed chargers from the box.
Users still got a charging cable, but it was a USB-C to Lightning cable, whereas previous iPhone chargers had a USB-A plug (standard USB port).
The argument that iPhone users would have a box full of old chargers overlooked the fact that none of them were likely to pair with the newer, faster USB-C cable.
So you can use your old USB-A to Lightning cable and charger to charge your shiny new phone, but you’ll be limited to slower charging speeds.
The future
If the past 15 years are anything to go by, it’s likely that the iPhone will continue with annual product launches.
These models will probably bring improvements in speed, weight, battery life, camera resolution and storage capacity. However, it is unlikely that we will see much innovation in the coming years.
The latest iPhones are already very sophisticated mini computers, which means there is limited room for fundamental improvements.
Perhaps the most radical change will be the switch to USB-C charging, thanks to a new European Union directive. And while a common power connector standard is widely considered a positive move, Apple wasn’t convinced.
As display technologies evolve, Apple may turn to the phone model, with a fully foldable display.
Samsung has already brought this to market. But Apple will likely wait until the technology (particularly glass) has evolved to deliver an experience in line with what iPhone users have come to expect.
While we can’t predict what the iPhone will look like in another 15 years (although some have tried), it’s likely that the demand for Apple products will still be there, fueled by strong Apple brand loyalty. / The Conversation – Bota.al
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