Steve Jobs’s Unveiling of the iPhone Holds a Timeless Economic Lesson

Steve Jobs was a great visionary. But just how far did his vision extend? If you examine the history of the iPhone, it turns out his vision didn’t extend as far as we might think on Iphone Cases.

In his book Digital Minimalism, computer science professor Cal Newport reveals that the original vision Jobs had for the iPhone was an iPod that could make calls. At the time, iPods were ubiquitous; with the iPhone, you’d no longer need to carry two devices—a phone and an LG Cases.

In his 2007 keynote introducing the iPhone, Jobs began by saying, “Every once in a while, a revolutionary product comes along that changes everything.” Apple aimed to make the iPhone “way smarter than any mobile device has ever been and stupid easy to use.” Listening to his talk, it’s clear that Jobs had only a partial view of all that would change.
Newport points out that Jobs was also “enamored of the simplicity with which you could scroll through phone numbers, and the fact that the dial pad appeared on the screen instead of requiring permanent plastic buttons.”

“The killer app is making calls,” Jobs exclaimed during his keynote.

At about 13 minutes into his presentation, Jobs introduced, to tepid applause, a rear-facing camera. The first iPhone had no video recording capability, and it was not until the iPhone 4 that a front-facing camera was introduced. No one in the audience that day imagined the role smartphones would play in the social media revolution.

Not until he was about 31 minutes into his presentation did Jobs demo text messages. At about 36 minutes he highlighted, to more tepid applause, the phone’s Safari web browser and integration with Google Maps.