The handheld marvel was perhaps the world’s first ‘smartphone’ and it’s more popular here than nearly anywhere else.
“This is a day I’ve been looking forward to for two and a half years,” Apple CEO Steve Jobs, donning his trademark Levi’s and turtleneck, told an awed crowd on a January morning in San Francisco in 2007.
“These are not separate devices. This is one device. And we are calling it iPhone. Today Apple is going to reinvent the phone.”Nearly two decades and more than two dozen iPhone models later, Jobs has been vindicated. The iPhone has left an indelible mark on society, particularly in Australia, where it has long been the nation’s dominant smartphone.
My opinion on iPhone hasn’t really changed in 15 years. Different phones suit different people, but for most people who ask me ‘what phone should I get’, the iPhone is an easy, though of course not definitive, answer. And most Australian smartphone purchasers agree. “Since 2020, iPhone’s repeat purchase rate in Australia was 85 per cent or higher according to Telsyte’s half-yearly measurement, higher than any other vendor. And it’s always been above 80 per cent since we began measuring in 2016,” he says.
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