The evolution of Apple's iPhone slogans from 2007 to 2014

The evolution of Apple's iPhone slogans from 2007 to 2014
Whether you love it or hate it, the iPhone has undeniably changed the smartphone industry of the last decade. As of March 2014, Apple sold 500 million iPhones worldwide, starting (obviously) with the original model from 2007. Since the first-generation iPhone, the Cupertino company released at least one new model each year. In case you didn’t bother counting, until now Apple introduced ten iPhone models. Although not all represented major upgrades over the previous versions, each iPhone had its own slogan(s). Most of the slogans are simple and straightforward, but there are some which can definitely raise some eyebrows.

It’s been somewhat of a wild ride when it comes to iPhone slogans, and it’s interesting to take a look at how things evolved from this point of view. We’ve gathered all the slogans (more exactly, the ones used during the launch of each iPhone) below. Take a look, and let us know if you have any favorites, or if you think that some of the slogans are inappropriate, or could have been better.
The original iPhone: Apple reinvents the phone

This is the only iPhone that was launched many months after being announced. Steve Jobs introduced the handset on January 9, 2007, but it was only half a year later, on June 29, when customers were able to buy it. Its two main slogans were "Apple reinvents the phone." and “This is only the beginning." For a device that reportedly reinvented a category, the original iPhone lacked some important features that other smartphones already had at the time, including 3G connectivity, and A-GPS.

iPhone 3G: the one you’ve been waiting for

In July 2008, Apple announced and released the iPhone 3G. Needless to say, this added 3G connectivity and A-GPS, though many other features - like its processor (412 MHz), RAM (128 MB) and camera (2 MP) - remained unchanged. The iPhone 3G was marketed as "The first phone to beat the iPhone.", or "The iPhone you have been waiting for."

iPhone 3GS: the fastest yet

Apple’s third generation iPhone was introduced in June 2009. It was the iPhone 3GS, which looked almost identical to the 3G. However, the new handset had enhanced internals, like a 600 MHz processor, 256 MB of RAM, and a 3 MP camera with video recording. Also, for the first time, customers were able to buy an iPhone with 32 GB of storage space. Slogan: "The fastest, most powerful iPhone yet."

iPhone 4: very change, much wow

One year after releasing the iPhone 3GS, Apple introduced the iPhone 4 (in June 2010). This is significantly thinner than its predecessor (9.3 mm vs. 12.3mm), and is notable for being the first iPhone with a Retina Display (3.5 inches with 960 x 640 and 326 ppi - the highest pixel density on any phone at that time). Other new features included a 5 MP rear camera with flash, VGA front-facing camera, a single-core Apple A4 processor clocked at 1 GHz, and 512 MB of RAM. All these novelties prompted Apple to search for a really bold slogan, and it ultimately found it: "This changes everything. Again.” 

The stainless steel frame of the iPhone 4 included the devices' antennas - this resulted in reduced signal strength in certain (normal) conditions, causing the famous Antennagate controversy.

iPhone 4s: the most amazing yet

While Apple fans were expecting an iPhone 5 to be released in 2011, the handset that was introduced that year was called iPhone 4s, and looked pretty much like its predecessor. The 4s was announced in early October by Tim Cook, just one day before Steve Jobs passed away. Major novelties included Siri, an 8 MP rear camera with 1080p video recording, a dual-core A5 processor, and internal memory up to 64 GB. Slogan: "The most amazing iPhone yet.”

iPhone 5: the biggest yet

The iPhone 5 was launched in September 2012, representing another major change: it’s the first iPhone to ditch the small 3.5-inch display for a 4-inch screen (with 640 x 1136 pixels and a 19:6 aspect ratio), as well as the first that’s thinner than 8 mm. Other new things that the iPhone 5 brought include LTE, a 1.2 MP front-facing camera, dual-core 1.3 GHz A6 processor, 1 GB of RAM, and a (then new) Lightning connector. Slogan: "The biggest thing to happen to iPhone since iPhone."

iPhone 5s: forward thinking

Based on the iPhone 5, the 5s model was introduced in September 2013, coming with Touch ID (embedded in the handset’s home button), dual LED flash, and a dual-core A7 processor (which made the iPhone 5s the world’s first 64-bit smartphone). Slogan: “Forward thinking.”

iPhone 5C: color, color, and then some more color

Alongside the iPhone 5s, Apple introduced the iPhone 5C, a lower-cost, polycarbonate-made handset available in no less than five color variants: blue, pink, yellow, green, and white. Unlike the 5s, the iPhone 5C doesn’t have Touch ID, and is powered by the older A6 processor. Slogan: “For the colorful.”

iPhone 6 / 6 Plus: the biggerer yet

Finally, in September this year, Apple released the iPhone 6 and iPhone 6 Plus, both representing a whole new direction for the company, being its largest and thinnest iPhones ever. The iPhone 6 sports a 4.7-inch display with 750 x 1334 pixels, while the iPhone 6 Plus offers a 5.5-inch display with 1080 x 1920 pixels. The two models feature Apple’s dual-core 1.4 GHz A8 processor, 1 GB of RAM, improved 8 MP rear cameras, and up to 128 GB of internal memory. Slogan (for both): “Bigger than bigger” - we’re still not sure exactly what Apple wants to tell us with this one.

The large size coupled with the thinness of the iPhone 6 Plus (7.1 mm) made it susceptible to unintentional bending. However, Apple’s official position on this matter - dubbed Bendgate by the online media - is that very few handsets have been bent following normal usage.



1. DeusExCellula

Posts: 1390; Member since: Oct 05, 2014

Well.. those were some... uhh.... inspiring slogans...

8. timukh

Posts: 295; Member since: Feb 04, 2013

All these evolution of iPhone made me think of a possibility. Let us suppose time travel is invented and someone maybe from 2030 visits 2014 to test the machine and accidentally leaves his/her iPhone from 2030 behind in some bar or something and someone finds it gets and hands it over to the media! What happens then? :D

12. android_hitman unregistered

are you high?

33. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Unless in a time capsule, I doubt any device plastic or metal would survive that long. I can say, a Galaxy device being made of Poly-Carbonate would still look almost brand new vs an iPhone. :-)

2. DogeShibe

Posts: 1121; Member since: Jan 10, 2014

I can wrap it all up in one sentence : The all new iPhone™

3. DogeShibe

Posts: 1121; Member since: Jan 10, 2014

iPhone 4 : Very change , much wow? WoW !!

7. Dastrix unregistered

Haha, I know right! That's what I thought too!! Doge u approve lol! xD

4. fzacek

Posts: 2486; Member since: Jan 26, 2014

I thought the iPhone 5C's slogan was "apologetically plastic"...

45. gehrig

Posts: 423; Member since: Apr 17, 2014

UNapologetically plastic.

5. HugoBarraCyanogenmod

Posts: 1412; Member since: Jul 06, 2014

Worsheepper gonna worsheep, but icrap still crap

22. pulkit1

Posts: 354; Member since: Jul 03, 2014

and trolls will still troll !

38. adrewfryman

Posts: 44; Member since: Aug 09, 2014

You should stop looking at brands and start looking at specs and functunality.

6. shamashu9

Posts: 142; Member since: Jun 10, 2013

iPhone 6 should have the slogan.. back to the past.

10. EcoCare

Posts: 444; Member since: Jul 30, 2014

Or "Bigger than bigger because we're hypocrite that said 3.5 inch screen is the perfect size for a phone and we will never change that ever".

27. AlikMalix unregistered

Oh, man, can we finally put this one to rest... Steve said 3.5inch screen is perfect size for one handed use!!! So far he isn't that wrong...

32. EcoCare

Posts: 444; Member since: Jul 30, 2014

Um no. No one cares if it's perfect for one-handed use, he said something that means he will never change the screen size. And guess what, now Tim Cook's under control and he can't help but follow the industry that is producing larger-screened phones because some of their consumers are already migrating to another manufacturers. I do like iPhone 4, but they can no longer set the standards. Sorry.

36. AlikMalix unregistered

You're right, this time around it was Samsung that brought a phablet that was though boinkers for its size - now seems normal. Credit given where it is due. But steve never said that 3.5 inch is the only size he will ever make, that it's "a perfect size for a phone and he will never change that". Or look at post #18, this time they made up a quote and put - Steve Jobs on the end of it.

37. EcoCare

Posts: 444; Member since: Jul 30, 2014

Oh yeah, maybe Steve never said that he won't change it, but look, Tim Cook (yes, I saw post #18 and it is Tim Cook) said that screen larger than 4 inch is stupid and ridiculous, and Steve actually said too that no one's going to buy a phone with a big screen. Then why there are iPhone 6 and 6 Plus now?

9. lebigmac506

Posts: 56; Member since: Sep 17, 2014

It's the newest iPhone, yet. Buy it.

26. Doakie

Posts: 2478; Member since: May 06, 2009

Should be "Buy our overpriced crap because our shareholders need better returns. And ignore the 6 month old OnePlus One that is almost identical in specs to our iPhone 6 Plus yet is about 1/3 the price."

39. adrewfryman

Posts: 44; Member since: Aug 09, 2014

identical is a stretch(in favor of the 1+). What a lot of fandroids dont realize is that not everyone wants or needs crazy specs on their phone and just want a clean easy to use quick OS which is most likely the selling point of at least %65 of iphones and i products. Except for a while they did have the tablet game on lock but china and Samsung amoung many other tablet producers jumped on the bandwagon

40. adrewfryman

Posts: 44; Member since: Aug 09, 2014

but you are right about the price thing. As someone who doesnt promote iphones or androids(because they both have their ups and downs) apples prices are always insane. on initial launch and even a couple years later. although a 5c for free on a 2 year contract wasnt all that bad compared to the android equivalent at the time which i think it was the s3

11. iguanasteve

Posts: 8; Member since: Aug 08, 2013

My favorite so far is the iPhone 4: This changes everything. Again. It really was an amazing new phone for that time.

24. roldefol

Posts: 4744; Member since: Jan 28, 2011

I had to respect the 4. Apple put together a classy piece of hardware with a class-leading screen. A year later it looked pathetically small, but for its time it was amazing.

13. android_hitman unregistered

it' amazing that the Iphone didn;t have video recording until the 3GS and yet people still bought it. this says a lot and since I don't want to humiliate people I won't say it....

28. AlikMalix unregistered

Back then people still relied on digital cameras which had better sensors, more pixels, and cheaper cost...

14. laughmi

Posts: 283; Member since: Oct 28, 2014

Don't know why iPA has this repeated mention on their iPhone articles "Whether you love it or hate it, the iPhone has undeniably changed the smartphone industry of the last decade.". It sucks iPA!!

21. aba71983

Posts: 807; Member since: Jul 24, 2014

So, what's your point. Go to hell and delete your account and never come back to read, view and comment. Lmao...

29. AlikMalix unregistered

Because even Samsung cannot sell their phones without mentioning an iPhone in their ads...

42. EcoCare

Posts: 444; Member since: Jul 30, 2014

Same goes for Apple that makes Mac vs PC ads. The irony here is that PC still sells WAY much more than Mac.

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