July 5, 2017
Ten years ago, Steve Jobs unveiled the “revolutionary product” of the iPhone. When he introduced it in 2007, Jobs said that the iPhone would be three revolutionary products in one: a phone, an iPod and an Internet browsing device. Ten years, ten models, and ten iOS updates later, the iPhone has become the most powerful products ever. Not only has it completely transformed the way we live, but it has also changed the face of marketing and communications. Today, businesses rely on mobile to engage with their audience, but that wasn’t always how brands communicated.
The evolution of mobile marketing through the change in models
Today’s iPhone and the original are two extremely different devices. In 2007, there was no App Store, third-party apps, GPS or video-recording capabilities. However, this doesn’t mean it wasn’t desirable to the consumer. Within the first 74 days, Apple sold 1 million units.
Mobile engagement did not start to become a topic up for discussion until 2010, with the iPhone 4. This also was the year the selfie was introduced, thanks to the model’s front-facing camera. Localytics began tracking app engagement that year and discovered 26% of users abandoned an app after one use. This became the first challenge for marketers to overcome.
The iPhone 5 in 2012 was the year that marked the rapid increase in number of apps available in the App Store. By 2013, a new milestone took place. Over 1 million apps were available in the App Store, with more than 60 billion apps downloaded.
The new channel for mobile marketers
For marketers, the iPhone completely altered the way brands communicated with their customers, and set off a completely different channel on how to engage with them. Through mobile apps, mobile advertisements, and mobile searches, the mobile universe expanded exponentially with the help of the iPhone. Smarter phones, dependence on apps, and the “always online” mindset means that now more than ever consumer’s everyday lives are geared towards mobile.