iPhone | 2007

 The first-generation iPhone was first revealed on January 9, 2007 (January 10, Korean time) at the MacWorld 2007 event, and it was released on June 29, 2007 (June 30, Korean time). At first, it was seen as a quirky move by Apple, but it soon became a massive success, sparking a global smartphone craze. AnandTech’s review even described the iPhone as a device that looked like it “came straight out of Star Trek.”

Rumors about the iPhone began circulating as early as 2002. A well-known Mac-related site, MacRumors, confirmed that Apple had registered the "iPhone" trademark in Australia, but at that time, there was confusion about whether the trademark referred to a mobile phone or a network system. However, the news that Apple was secretly developing a mobile phone began to leak in 2005. Forbes reported that “Apple is working with Motorola to develop a phone” and rumors spread that “Apple is developing a next-generation phone with built-in Wi-Fi for downloading data.” At that time, Apple’s iPod sales were rapidly declining, and there were speculations that Steve Jobs would use the iPhone as a secret weapon to revive the business. However, there was also a belief that mobile phones were a field too specialized for a newcomer like Apple to enter, and Ed Colligan, the CEO of Palm, mocked, saying, “Apple? Do you think those guys who only make computers can make a phone?”

From the keynote before the release, the iPhone concept was a device that combined an iPod, a phone, and an internet communicator. While this didn’t seem radically different from other smartphones at the time, Apple focused on several key differentiating factors. These included the multi-touch interface developed through years of research, an optimized mobile operating system, enhanced hardware performance, and the harmony between Apple’s hardware and software. Later, the addition of the App Store allowed developers to focus on creating and selling apps without worrying about piracy, and consumers could easily install reliable software on their iPhones. This concept of the App Store existed before, but mobile carriers had a strong influence, and the hardware performance was much more limited. However, Apple managed to release and control the App Store itself, avoiding interference from other companies and enabling a wide range of software functionalities within the hardware’s limits. Considering these factors, the iPhone can be seen as a smartphone that truly went beyond the existing ones. Apple’s bold claim of having “reinvented the phone” was not empty talk.

The iPhone’s user interface also left a deep impression during the keynote. Apple harshly criticized the physical keyboards of other smartphones, emphasizing that the iPhone eliminated the need for physical buttons and increased the screen size. They also highlighted the importance of the multi-touch interface. Prior to the iPhone, smartphones were expensive and used mostly by professionals, but Apple’s well-controlled user experience design made the iPhone more accessible and friendly to general consumers. The introduction of the App Store further helped developers create and sell apps freely, which played a crucial role in the iPhone’s success.

After its release, the iPhone consistently ranked as the “best smartphone of the year” for several years, and many products claiming to be iPhone killers or rivals failed miserably. While Apple’s market share did decrease with the rapid rise of Android after 2012, as of 2023, no smartphone on the flagship market comes close to competing with the iPhone. The influence of the iPhone is immense, and it has left such a significant mark that when people think of smartphones, they think of the iPhone or similar devices.

Before the iPhone, BlackBerry products were the leading smartphones, and even Barack Obama, during his presidential campaign in 2008, continued using his BlackBerry. However, within just two years of the iPhone’s release, it changed the very definition of a smartphone, while BlackBerry quickly faded from relevance.

Steve Jobs reflected on the development of the iPhone, recalling a conversation with a Microsoft employee who was bragging about a tablet PC that used a stylus. Jobs, upset by the idea, decided that any tablet he would make would not require a stylus. This led to the development of a touchscreen device that could be operated using fingers instead. The development of the iPhone began in earnest at the end of 2004, and the concept of the iPhone actually originated from ideas in the iPad development process. At the time, Apple was transitioning from being a computer company to a consumer electronics company, with iPods and iTunes contributing to a large portion of the company’s revenue. The company recognized smartphones as a potential threat to future business, and it was decided that the iPad project would be postponed and instead, a smaller phone with the capabilities of a tablet would be developed, combining calling, music playback, and multi-touch gestures.

The impact of the iPhone extended beyond the smartphone market to the mobile business world. Unlike traditional industries such as PC and console, the iPhone was successfully distributed to billions of people in a short time, and the App Store gave app developers a significant opportunity. The mobile ecosystem, including in-app purchases and mobile ads, generated massive profits and created many successful software companies, including Uber, Airbnb, Instagram, and Spotify. This period also marked a shift in Silicon Valley’s trends from electronics and semiconductors to software, with significant venture investments and a growing influence in the tech world.

The iPhone was also relatively free from the influence of mobile carriers. While most phones, including those from Android, had their features or apps modified under the carriers’ control, the iPhone provided a more open environment, allowing developers to create apps freely. In this way, the iPhone truly revolutionized the mobile market.

The iPhone also had a significant impact on the smartphone market in Korea. Prior to its release, phones in Korea were mostly similar in features, with differences limited to camera quality and battery life, and consumers were often restricted by the influence of mobile carriers. The iPhone, however, shattered this status quo by offering a more open experience that allowed users to break free from carrier control. While it wasn’t the first smartphone in Korea and didn’t directly change data pricing plans, the iPhone’s arrival marked a turning point in how people viewed the freedom of mobile phones, making Apple a symbol of consumer empowerment.