There are probably many people who believe that Apple invented the smartphone. Of course, that is not true. In typical Apple fashion, the company, then led by CEO and co-founder Steve Jobs, looked at the shortcomings of the smartphones that were available at the time and created a device that was five years ahead of what was available back in 2007.
Apple's "don't be first, be the best" strategy was revealed by Steve Jobs when he unveiled the iPhone in 2007
If you watch the brilliant unveiling of the iPhone from January 9, 2007 (it's available on YouTube), there comes a time in the presentation when he looks at the top-selling smartphones of the day and calls them "the usual suspects." At that moment, it is easy to see, what led to the use of a touchscreen for the iPhone.
The Apple iPhone Duo's pre-order window opened today. | Image by Apple
The plastic QWERTY keyboard was in a fixed location, limiting the look and capabilities of any applications. The iPhone was able to get around this restriction, and the device, perhaps even more than the iPod, defined Apple's strategy. You don't have to be the first to offer a product to be successful; just offer the best device.
Once again, Apple proved that this strategy works when pre-orders for the first foldable iPhone, the iPhone Duo, soared. Availability dates were pushed back all the way into January 2027.
The tech giant was worried about the durability of foldables
The story behind Apple's first foldable iPhone reveals how Apple once again waited for the right moment to create the first foldable iPhone. While the Royal FlexPei, released in November 2018, was the first foldable smartphone, the first from a major manufacturer was the Samsung Galaxy Fold, released in September 2019.
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Every year it failed to release a foldable, Apple yielded control of the niche market said to represent no more than 2% of global smartphone sales. But most analysts would say that the foldables won't take off until a foldable iPhone is released.
The iPhone Duo is expected to snag as much as 40% of the global foldable market by 2027
Counterpoint Research predicts that the global foldable market will rise 24% this year and 37% in 2027. Counterpoint also expects the iPhone Duo to capture 25% of foldable sales this year and up to 40% next year.
While Samsung, Huawei, Motorola, and some Chinese brands like Honor, Oppo, Vivo, and OnePlus were able to find a place in the foldable smartphone market, Apple continued to stay away for certain reasons. Allegedly, the tech giant was concerned about the durability of such phones.
Apple makes the crease less visible on the Duo's internal screen
Apple was also looking to eliminate the dreaded "crease" that ruined the look of the internal display when opened. Both visible and tactile, the crease is found running along the seam where the foldable display folds in half.
Apple didn't make the crease disappear on the iPhone Duo, but instead it used display technology and hardware to hide it.
Will "don't be first, be the best" work again?
The iPhone name is now working its magic on the foldable phone market. Judging from the amazing response that took place today with the opening of the iPhone Duo pre-order window, it appears that Apple's "don't be first, be the best" game plan has worked again. You'll very rarely see Apple testing the waters with a new product and coming soon Apple will be launching smart glasses, perhaps as soon as next year. Once again, Apple will be taking a product that already exists and refining it with those special Apple touches that usually pay off.
Not that the company always hits a homer. The Vision Pro and the Newton PDA might be two rare examples when Apple got too ambitious. When that happens, Apple usually throws too much tech into a product jacking up the price, while it releases a product that not everyone finds easy to use.
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Alan, an ardent smartphone enthusiast and a veteran writer at PhoneArena since 2009, has witnessed and chronicled the transformative years of mobile technology. Owning iconic phones from the original iPhone to the iPhone 15 Pro Max, he has seen smartphones evolve into a global phenomenon. Beyond smartphones, Alan has covered the emergence of tablets, smartwatches, and smart speakers.
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