chapter  8
18 Pages

The computer, the internet, and the cell phone: The case of the iPhone

It was the biggest launch since the Apollo program. How did Apple’s smartphone – which slickly packages features already available in other handsets – become such a highly anticipated phenomenon? The answer lies not in Steve Jobs’ (undisputed) marketing prowess but in the abject failure of other handset manufacturers to deliver a portable Internet device with mass appeal. So the iPhone has ascended, and its liftoff was a rousing success.