|Apple Needs an Entirely New iPhone, Not Just a New Version|
In 2007, I had a chunky feature phone with a pixelated display that slid sideways to reveal a keyboard. It wasn’t pretty, but it was fine for texting and making calls—which, at the time, was all I ever did with my phone.
Then the iPhone was released, and everything changed. Suddenly, we all expected so much more from our handsets; they weren’t just phones, but smartphones. Sure, there were already BlackBerrys and Palm Treos and an assortment of other handsets that were bigger and more capable than a flip phone, but they were not that easy to use and there wasn’t all that much you could do with them. There was nothing on the market even close to the iPhone in terms of its display, touchscreen, user experience, and—perhaps most importantly—wow factor. The iPhone (coupled with the App Store, which came a year later in 2008), didn’t just redefine a category; it created it.
It’s been 10 years since then and the mobile industry has changed drastically. These days, most of us have smartphones, they almost always seem to be black or silver, and we use them for everything from finding a date to paying for lunch. Most of these phones (85 percent, according to data from tech market researcher IDC) run on Google’s rival Android OS, while Apple’s iOS and iPhone takes up nearly all of the rest of market.
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