On the night of November 7, 2004, Steve Jobs, co-founder of Apple, received an email from Apple’s Vice President Mike Bell. The message read, “Steve, I know you don’t want to work on the smartphone project, but we have some compelling reasons to do it…”. This email sparked a heated debate between Jobs and Bell, lasting several hours. At that time, the market was dominated by phones like the Nokia 7610 and BlackBerry 7100t. For music, people relied on Walkmans and iPods. Jobs didn’t believe that smartphones could ever dominate the market. However, this email marked the beginning of a two-and-a-half-year journey that would eventually give the world the iPhone.
Fast forward to today, Apple has seven major product lineups, with nearly 50% of its revenue coming from the iPhone. But the journey to this success wasn’t easy, and it all started in a garage.
Apple’s Humble Beginnings
The origins of Apple trace back to a time when computers were as large as six refrigerators. Steve Jobs and Steve Wozniak, two friends, were bothered by this inconvenience. In Jobs’ garage, they began working on a compact computer that could easily fit in homes or offices. On April 1, 1976, the Apple-1 computer was launched, a breakthrough in its time, though it didn’t have a monitor or CPU. The real revolution came with the launch of Apple-2 in 1978, which drastically changed the computer industry, and over the next two years, Apple’s sales skyrocketed 16 times to reach $117 million.
The Birth of the iPhone Idea
The idea of the iPhone wasn’t initially embraced by Jobs. In 2004, mobile devices were defined by brands like Nokia, Palm, and BlackBerry. During this time, Steve Jobs and then Motorola CEO Ed Zander were good friends and discussed the possibility of a collaboration. This led to the release of the Motorola ROKR on September 7, 2005, the first phone to integrate Apple’s iTunes software. However, its slow software and limited storage disappointed users.
At Apple, voices started rising that the company should create its own smartphone. However, Jobs remained unconvinced, driven by two main reasons. Firstly, the dominance of telecom companies like Verizon and AT&T in the US made it difficult for him to see a seamless customer experience. Secondly, he didn’t want to divert focus from Apple’s core products, believing that a smartphone would only cater to a limited market.
The Email That Changed Everything
As revealed by senior iPhone engineer Andy Grignon in an interview with tech journalist Brian Merchant, the push to convince Jobs came from Mike Bell and former VP Steve Iskoman. Mike’s email suggested using one of Jony Ive’s innovative designs for future iPods to build Apple’s own phone instead of licensing its software to other manufacturers. Soon after, Jobs met with Bell, Ive, and Iskoman over lunch, and the iPhone project was born under the codename “Purple.”
The Secret Lab and Relentless Work
The iPhone project was so secretive that even many within Apple didn’t know about it. A special lab was set up in Cupertino, known as the Purple Dorm. Engineers worked tirelessly for two and a half years, often sleeping and eating at the lab. Posters from the movie Fight Club adorned the walls, reminding everyone of the first rule: don’t talk about the project. The team worked under immense pressure, producing hundreds of prototypes, many of which were rejected before the final design emerged.
The Historic Launch of the iPhone
On January 9, 2007, at San Francisco’s Macworld Center, Jobs unveiled the iPhone. In his iconic presentation, he introduced the device as a combination of three products: a touch-screen iPod, a communication device, and a phone—all in one. The iPhone’s groundbreaking features included a 3.5-inch touchscreen, 2 MP camera, and up to 8GB storage. When it hit the market on June 29, 2007, it sold 270,000 units in just two days.
Behind the Scenes
Although the iPhone was a massive success, the pressure to launch was intense. According to reports, Apple’s engineers and managers were so stressed during the launch event that many were drinking scotch and whiskey in the audience to calm their nerves. The first iPhone presented by Jobs had several flaws, and the software wasn’t fully developed. Engineers feared that the phone might crash during the demo, which thankfully, didn’t happen.
Personal Sacrifices of the iPhone Team
For some members of the iPhone team, like senior engineer Andy Grignon, the project came at a personal cost. Grignon revealed in an interview that the immense pressure to deliver the iPhone led to the breakdown of his marriage. He described the experience as one of the most challenging periods of his career, working under an “impossible” deadline, with the future of the company resting on their shoulders.
A Legacy of Innovation
The skepticism surrounding the iPhone was widespread. In an April 2007 interview, Microsoft’s then-CEO Steve Ballmer famously claimed there was “no chance” the iPhone would gain significant market share. Similarly, BlackBerry’s executives were shocked by the iPhone’s launch. However, the critics were soon proven wrong. By 2018, Apple became the first company to reach a market capitalization of $1 trillion, and in 2023, it surpassed $3 trillion.
As of 2023, Apple has sold over 1.5 billion iPhones globally, with 21.67 crore sold in that year alone. The iPhone, once doubted, now makes up 50% of Apple’s revenue and has revolutionized the smartphone industry.
Innovation in Every iPhone
Since its debut in 2007, every new iPhone has brought something innovative to the table, ensuring that it stays ahead of its competitors. The legacy of the iPhone is not just one of groundbreaking technology but also of the persistence and vision that turned Steve Jobs’ reluctance into one of the most successful products in history.
This story of the iPhone is a testament to the power of innovation, even when faced with uncertainty and doubt. Today, as Apple continues to dominate the global smartphone market, the journey that began with a reluctant Steve Jobs reminds us that sometimes, the biggest revolutions come from the smallest of ideas.