Tomorrow (29th June) marks ten years since Apple first put the iPhone on sale, a decade in which the device has made changes in every sector from retail to banking. With critics unsure on its launch, the device sold over 270,000 units in its first 30 hours on sale, and continues to sell at a rate of nearly 400 devices per minute.
The growing universality of the iOS operating system, as the iPhone now tops 1 billion devices worldwide, means that businesses ignore the next decade’s possibilities of iOS at their peril, according to Apple mobility partner WWT. In retail especially, personalisation, made possible by linking individual devices to a brand’s offering, is an entirely new innovation. By offering the chance to get closer to customers and potential customers, mobile applications are part and parcel of a modern retail strategy.
Bob Elfanbaum said, “at the time of release, Apple’s slogan for the product was ‘This is only the beginning’. These words have turned out prophetic as whole industries now rely on the iOS platform to provide products, services and information – there are in fact more than 2 million apps, on which customers spent around £23 billion last year. It is hard to think of another platform that has had such an impact in terms of changing consumer behaviour and providing new possibilities for businesses to change the way they interact with customers."