Published on Feb 26, 2007 
 
 The first official iPhone commercial that aired tonight during the Oscars / Academy Awards. 
 
 
 
 http://www.TheComotionGroup.com 
 
 
 
 THE COMPLETE LIST OF CLIPS: 
 
 Song is "Inside My Head" by Eberg 
 
 1. Zoom to Phone - Alfred Hitchcock Director Dial M For Murder 1954 
 
 2. Lucile Ball - I Love Lucy TV Show 1956-64 
 
 3. Jackie Gleason - The Honeymooners 1955-56 
 
 4. Humphrey Bogart - Key Largo 1948 
 
 5. Marlon Brando - A Streetcar Named Desire 1951 or On The Waterfront 1954 (which is it?) 
 
 6. Jerry Lewis - The Bellboy 1960 
 
 7. Marilyn Monroe - Some Like It Hot 1959 
 
 8. Clark Gable - It Happened One Night 1934 
 
 9. Peter Sellers - The Pink Panther 1963 
 
 10. Steve McQueen - The Getaway 1972 
 
 11. Richard Dryfus - American Graffiti 1973 
 
 12. Burt Reynolds - Boogie Nights 1997 
 
 13. Bea Benaderet Voice of Betty Rubble - The Flintstones 167 Episodes 1959-66 
 
 14. Robert Redford - Three Days of the Condor 1975 
 
 15. Michael J. Fox - Back To The Future 1985 
 
 16. Harrison Ford - The Fugitive 1993 
 
 17. John Cusak - High Fidelity 2000 
 
 18. Audrey Tautou - AmÃ©lie 2001 
 
 19. Kevin Spacey - L.A. Confidential 1997 
 
 20. William H. Macy - Fargo 1996 
 
 21. Dustin hoffman - Meet The Fockers 2004 
 
 22. Will Ferrell - Anchorman: The Legend of Ron Burgundy 2004 
 
 23. Sarah Jessica Parker (with her PowerBook)- Sex & The City (who can ID the episode name?) 1998-2004 
 
 24. Jeff Bridges - The Big Lebowski 1998 
 
 25. Billy Crystal - When Harry Met Sally 1989 
 
 26. Cameron Diaz - Charlie's Angels 2000 
 
 27. Samuel L. Jackson - Jackie Brown 1997 
 
 28. John Travolta - Face Off 1997 
 
 29. Robert DeNiro - City By the Sea 2002 
 
 30. Ben Stiller as (Derek) Zoolander 2001 
 
 31. Michael Douglas - The American President 1995 
 
 32. Craig T. Nelson's Voice as Bob Parr - The Incredibles 2004 

 Enlarge Image Getty Images 
 
 Happy birthday, iPhone. You're 10 years old! What do you want to be when you grow up? 
 
 When Steve Jobs unveiled the first iPhone 10 years ago today, he touted Apple's ability to combine three products -- "a revolutionary mobile phone, a widescreen iPod with touch controls, and a breakthrough internet communications device with desktop-class email, web browsing, searching and maps -- into one small and lightweight handheld device." 
 
 Those characteristics are still in today's iPhones, but they're so much more. Think over 2 million apps more, changing everything from the way we commute to the way we communicate with family and friends. At the same time, it has spawned hundreds of copycats and created new industries that couldn't exist without phones. The iPhone is the most successful consumer device ever created. 
 
 So where does it go from here? 
 
 Now playing: Watch this: The iPhone: 2007, meet 2017 
 
 For Apple, the next 10 years will be about refining and simplifying its hugely popular phone. Whether the iPhone remains a rectangular slab of glass for the next decade is anyone's guess (or, rather, up to chief designer Jony Ive). Importantly, what will become an even bigger focus will be everything else that surrounds the iPhone, like virtual reality and smart home. 
 
 "iPhone is an essential part of our customers' lives, and today more than ever it is redefining the way we communicate, entertain, work and live," Apple CEO Tim Cook said in a statement posted in Apple's online newsroom. "iPhone set the standard for mobile computing in its first decade and we are just getting started. The best is yet to come." 
 
 Here are some of CNET's predictions: 
 
 Simplicity 
 
 iPhones used to celebrate just doing a few things well. Now, iOS and the iPhone are endlessly complex. Settings and hidden Easter eggs lurk everywhere. Managing cloud storage and photos, or navigating notifications and privacy will send you down rabbit holes. 
 
 Apple could aim for simplicity once again, paring down the experience to something more essential. It might find a way of pushing only a few things to your attention while keeping the rest in the background. It needs to reinvent its design, even the software, to be less cluttered. 
 
 And then there are all the phones. There used to be one iPhone... now there are models in different sizes, colors and processors. One rumor has Apple offering multiple display types next year. 
 
 The reality of the phone market is Apple will have to continue to meet different budgets and lifestyles. There's no going back to that single original iPhone. 
 
 Connecting to everything 
 
 The iPhone's already a hub for our fitness trackers, the Apple Watch and a growing world of smart home appliances and connected gadgets. The latest version of iOS included smart home shortcuts built into the Control Panel, like a home-based remote control. Imagine more of that spreading across more devices and services. 
 
 Now playing: Watch this: Seeing the original iPhone for the first time 
 
 It'll be able to talk to other gadgets more easily. Bluetooth 5 promises greater range and higher speeds to connect to other peripherals. In a home, that could make a huge difference. A wild card could be Wi-Gig, an extremely high-bandwidth, short-range variation of Wi-Fi that could be a path to how future iPhones could mirror instantly to larger screens or accessories. 
 
 Deeper AI 
 
 Amazon Echo opened the door. Talking to your gadget is now awesome, not annoying. Siri, however -- which lives on nearly all Apple devices -- is still problematic. It's not as responsive as Amazon's Alexa or as intuitive as Google Assistant. It should do more and understand context better. 
 
 A more ambient, helpful iPhone is a necessary next step. Consider Assistant and how it lives on Google's Pixel phone, ready to help. iOS 9 takes a few steps there, but expect Apple to continue knitting together apps and services with AI and machine learning. 
 
 The interesting twist is the company's emphasis on doing its computations on-device, instead of in the cloud. That's a completely different approach than Google and Amazon, one rooted in privacy. Apple's latest Photos app smartly organizes photo libraries by faces and places and automatically knits together memory-reel trailers around themes. Better Siri and smarter AI aren't just what the iPhone needs; it's what Apple needs across the board. 
 
 Totally port-free 
 
 We're all sad about losing the headphone jack. What about losing the rest? MacBooks and iPhones have shaved down their inputs to just a few options in 2016. Next, perhaps, comes Lightning. 
 
 Sarah Tew/CNET 
 
 Charging, for iPhones, still happens via the Lightning cable. Contactless charging -- the type that has been available for Android phones for years, and is used by the Apple Watch, hasn't arrived yet. But when it does, perhaps in the iPhone 8, that Lightning cable will be a lot less necessary. 
 
 We already can transfer files locally via AirDrop or stream via AirPlay. It would be shocking if Apple followed up a headphone jack-free iPhone 7 with a completely closed-off iPhone 8, but someday there will be an iPhone that flirts with going full wireless. 
 
 All-screen 
 
 The iPhone still has bezels, areas of the front of the phone where the screen doesn't extend. For instance, consider the area around the Home Button. Samsung's recent phones have gone nearly edge-to-edge, and even wrapped the display around the sides. A bezel-free all-screen iPhone would fill up more screen space in a smaller size for an easier grip. Reports of Touch ID being integrated into the display would mean you'll just touch a part of the screen to log in or pay. 
 
 The cloud, the cloud 
 
 Apple's relationship with cloud services feels overcomplicated. Google and Amazon offer lots of free storage and syncing options. With iCloud, paying for the right storage tier can get pricey. Relying on the cloud has become an answer for accessing files (there's an iCloud Drive folder, now) and photos. But how do photos and videos get managed properly? Despite a growing number of alternative cloud-storage options, it's hard to keep things organized properly. 
 
 Now playing: Watch this: Our first iPhone review from 2007 
 
 Cloud services are what's bringing Mac OS and iOS closer together, sharing iMessage, file storage, photos, Notes and Pages files. Cloud services like those from Google co-exist, sometimes beautifully, sometimes awkwardly. Phones are, more than ever, just small terminals to a huge connected system. The iPhone's going to be increasingly dependent on the cloud. 
 
 AR and VR 
 
 Samsung has already turned its flagship phones into mobile virtual reality accessories via Gear VR. Google has the Daydream headset and its Cardboard initiative. Apple, however, has stayed quiet on VR. 
 
 Instead of thinking about a pair of phone-goggle accessories, consider the possibilities of a more advanced camera. Google Tango -- an augmented reality initiative under the same umbrella as Daydream's VR -- uses depth-sensing 3D cameras to scan a room and help project imaginary things into it... or, track movement so that a VR headset could feel like it's really mapping motion. Cook has stated his interest in augmented reality, which probably indicates that more advanced camera features could be where things go next. 
 
 Enlarge Image James Martin/CNET 
 
 Much like the iPhone 7 Plus can sense depth with its dual cameras, imagine more advanced cameras that can enable augmented reality like Google Tango. Then imagine that these cameras could do power tracking for a VR headset, like the Occipital Bridge. Maybe that's way too much in the weeds for Apple, a company that seems to prefer sleek minimalism. But it's a short jump for the iPhone to adopt AR or VR. 
 
 Moving past the phone itself 
 
 The biggest change in the iPhone of 2027 is that it may not be a phone at at, at least not in the sense of the device we know today. What could be more vital about mobile computing over the next decade is what's around the phone. Apple already envisions the iPhone as the remote control for our lives; over the next 10 years, that remote will extend to things like VR and smart homes and cities. 
 
 And much like the iPod got obliterated, the iPhone may go the same way. Phones may work like Chromecasts, where devices pick up and stream based on what another tells it. Or the Apple Watch can serve as the key to tying connected devices together. Apple is already exploring cross-device communication; if your phone rings, so does your Mac or iPad. 
 
 "There's at least one vision of the future where the phone as a discrete device goes away and turns into other interfaces like wearables," Jackdaw Research analyst Jan Dawson said. Input, output and the brains of a product will be "less tied to a specific device over the years." 

 The very first iPhone, announced ten years ago today, was not exactly a surprise. By early 2007, Apple fanboyism was rampant and rabid. In the run-up to Steve Jobs’ now famous Macworld keynote, blogs—remember those?—were all abuzz. Sites like Gizmodo and Engadget feverishly published rumors of the as-yet-unnamed phone’s specs and obsessed over every possible detail. Apple fans mocked up concept illustrations. It was almost anticlimactic that early January day when Jobs finally got up onstage and, with a wave of his hand, changed the idea of mobile phones—and personal computing—forever. 
 
 Almost. For a product everyone knew was coming out, the crowd in that darkened auditorium looked elated. “We’re introducing three revolutionary products—an iPod, a phone, and an internet communicator,” proclaimed Jobs, ever the showman. Icons for each spun around in a giant Keynote presentation behind him. “Are you getting it? These are not three separate devices. It’s one device. We are calling it iPhone.” The crowd roared, as if Jobs had scored a touchdown. 
 
 Watching an old Apple keynote is a strange exercise. Yes, it’s a stark reminder of tech’s hype machine. At the same time, it’s a throwback to a simpler time in tech when people could truly feel anticipation, a more innocent excitement about getting a peek at the next shiny thing that could truly change the future. Today, there’s lots in tech to be cynical about. But the iPhone holds up—at least for the people using them. 
 
 At the end of 2006, Apple was a $70 billion company. Little more than seven years later, its value had grown more than tenfold. Its record $18 billion profit in the third quarter of January 2014 is still a corporate record. Apple’s retail stores pull in more profit per square foot compared to any other company in the US—including luxury jeweler Tiffany & Co. The reason for this massive, universe-altering success? The iPhone, which famously accounts for two-thirds of Apple’s revenue. 
 
 Now Apple is facing a turning point, and once again the iPhone is the reason—but not in a good way this time around. The smartphone market is saturated. Rivals, especially Google, are building hardware that truly rivals the iPhone. After 10 years, the iPhone can no longer serve as Apple's growth engine. The company now faces the same challenge it did a decade ago: figuring out what's next. 
 
 Building Momentum 
 
 It wasn’t like Apple introduced a brand-new class of gadget. A vibrant mobile phone market already did exist. Smartphones— then-premium devices that could make calls, send emails, and browse the internet—were still nascent. But it was already crowded with brands like Nokia, BlackBerry, Motorola, and Palm. 
 
 Into this competitive field, Apple launched the iPhone. Tech pundits and mainstream outlets both gave it glowing reviews, admiring the keyboard-less multitouch functionality and its ability to sync easily with iTunes. But others laughed it off as a niche product that had come to market far too late and which was far too expensive to go mainstream. "Talk … all I’m hearing is talk," scoffed Mike Lazaridis, then-CEO of Blackberry-maker RIM. "Apple’s design-centric approach will ultimately limit its appeal by sacrificing needed enterprise functionality." 
 
 "There’s no chance that the iPhone is going to get any significant market share," said Steve Ballmer, then-CEO of Microsoft. 
 
 For a while, it didn't. Apple released the iPhone in June 2007 at $500 for a 4GB model and $600 for an 8GB model—and that was with a contract. But within a year Apple had halved the price, introduced the iPhone 3G, and unveiled what would become the single greatest reason for the iPhone's success outside of the phone's design itself: the App Store. 
 
 "The touch screen, and the new way you could interact with the internet, your phone and contacts, made the iPhone radically better," says Gene Munster, for years the most famously bullish Apple analyst and now a partner at Loup Ventures. "But what really brought the iPhone to the next level was the App Store." The App Store truly transformed the iPhone into a computer that fit inside people's pockets. 
 
 And so the momentum for the iPhone began to build. The iPhone 4’s Retina screen and FaceTime app were huge hit with consumers (never mind that they knew about all that well in advance because of an iPhone 4 prototype left in a bar and recovered by Gizmodo). Jobs passed away a day after Apple revealed the iPhone 4S in October 2011, but the iPhone's success continued to grow. The iPhone 5 got faster LTE technology, and Apple sold 5 million of them during the first weekend they were available. (The first iPhone sold 6 million units total before Apple discontinued it a year later.) The big-screened 6 Plus which was a massive hit in China and evolved into today's barely discernibly different iPhone 7 and 7 Plus. And that's where Apple's trouble becomes clear. 
 
 Apple’s New Reality 
 
 Today, Apple is facing a new reality. The smartphone market has gone flat, and Apple saw iPhone sales decline for the first time ever in 2016. Last year also saw Apple post its first annual sales decline since 2001, breaking a 15-year winning streak. 
 
 The problem is, at this point, if you want an iPhone, you probably already have one. “The smartphone is your mobile phone, and the mobile phone market grows about 5 percent a year,” says BGC analyst Colin Gillis. “We all used to have flip phones, and now we have smartphones. That transition is still ongoing, especially in emerging markets. But the booming growth is over.” 
 
 'The iPhone is like the sun that blinded us to the other stars in the sky.' 
 
 Complicating matters, says Tim Lesko, a partner at Granite Investment Advisors, is the fact that there’s no real technological leap at the moment that Apple can use to its advantage, a tactic that's served Apple well in the past. Upgrading to the iPhone 3G gave you a much faster phone, as did 4G LTE. “Those were the technological steps Apple benefited from in those first few versions of its phones,” Lesko says. “You don’t really have something like that today." For one thing, he says, 5G is still in its infancy. "So there’s no compelling reason to get a new phone, unless your battery is starting to fail on you." And these days, that's not likely to happen for two or three years. 
 
 Yes, Apple users are fiercely loyal. Munster says Apple could take advantage of this by lowering its prices to grab more market share and then make up the difference by offering more services. In some ways, Apple is already starting to shift in this direction—most notably by giving a greater cut of revenue to app makers who lock in long-term subscribers. 
 
 But Apple is at a crossroads. The iPhone has grown up, and Apple's share price has fallen since its peak a few years ago. “The iPhone is like the sun that blinded us to the other stars in the sky,” says Horace Dediu, an independent analyst at the Clayton Christensen Institute. If that sun burned too bright in the past, it’s fading out now. 

 "It is amazing that from the very first iPhone through to today's newest iPhone 7 Plus, it has remained the gold standard by which all other smartphones are judged. For many of us, iPhone has become the most essential device in our lives and we love it," said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. "iPhone is how we make voice and FaceTime calls, how we shoot and share Live Photos and 4K videos, how we listen to streaming music, how we use social media, how we play games, how we get directions and find new places, how we pay for things, how we surf the web, do email, manage our contacts and calendars, how we listen to podcasts, watch TV, movies and sports, and how we manage our fitness and health. iPhone has become all of these things and more. And I believe we are just getting started.” 

 Ten years ago today Steve Jobs introduced the very first iPhone. He described it as three devices in one: “A widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough internet communications device.” But since its first unveiling, the iPhone has become much more than that. It’s a symbol of the tech industry, of the modern era as a whole, and has made Apple the largest company in the world in terms of market capitalization, with some even speculating it’s the most profitable product ever. A decade on, and it’s still making headlines. Let’s take a look at how the iPhone has changed over the years: 
 
 iPhone (2007) 
 
 This is the iPhone as it first appeared in 2007, laying the foundation for the modern smartphone. It introduced the classic grid-of-icons layout, the single home button, and dropped a physical keyboard in favor of a multi-touch display. It was ready for the internet and consuming media, but it still lacked a number of key features — including 3G connectivity and the App Store. 
 
 iPhone 3G (2008) 
 
 The next iPhone launched in 2008 with that missing piece of the puzzle: the App Store. This gave developers the chance to build their own applications, and increased the iPhone’s value as useful apps and games populated its digital shopfront. The iPhone 3G also had 3G data, as well as push email and GPS navigation. 
 
 iPhone 3GS (2009) 
 
 The first "S" model iPhone offered iterative improvements rather than big new features. Apple said it was twice as fast as its predecessor, with the "S" standing for speed. It retained the same basic shape as earlier models, including a 3.5-inch, 480 x 320 display. Oh, and users finally got the option to copy and paste text. 
 
 iPhone 4 (2010) 
 
 The first major redesign of the iPhone bought stainless steel and glass to the table, as well as a new, squarer look with rounded corners. It was unveiled as the thinnest smartphone in the world and was the first Apple device to use a "Retina display." It was also the first iPhone with a front-facing camera for making FaceTime video calls, and shipped with iOS 4, which was capable of multi-tasking apps. 
 
 iPhone 4S (2011) 
 
 In 2011, the fifth-generation iPhone looked identical to its predecessor but shipped with Siri — Apple's voice assistant, which was ahead of its time but a little too ambitious. The phone also came with a new, rear-facing 8-megapixel camera and redesigned antenna to fix connectivity problems that plagued the iPhone 4. It was unveiled on October 4th, but the news was overshadowed by the death of Apple founder Steve Jobs the following day. 
 
 iPhone 5 (2012) 
 
 In 2012, the second major redesign of the iPhone bought a larger 4-inch display to the device and an aluminum case that made it durable but light. The iPhone 5 also introduced the reversible Lightning connector, replacing the old 30-pin port. 
 
 iPhone 5C (2013) 
 
 In 2013, Apple introduced a pair of new iPhones for the first time ever. The cheaper of the two was the colorful iPhone 5C, which had similar specs to last year’s iPhone 5, but came with a polycarbonate shell that was famously described by designer Jony Ive as "unapologetically plastic." 
 
 iPhone 5S (2013) 
 
 The 5C's pricier cousin was the 5S, which retained a near-identical design to the iPhone 5, adding new color options instead. There were big changes inside though: the home button was upgraded to support Apple's fingerprint recognition system, Touch ID, and the device featured the first 64-bit processor in a smartphone (the A7). It also shipped with iOS 7, a major overhaul of Apple's mobile operating system that dropped various skeuomorphic design touches (like fake textures in apps) for a flatter, cleaner look. 
 
 iPhone 6 and 6 Plus (2014) 
 
 For 2014, Apple finally went big with the iPhone, introducing the 4.7-inch iPhone 6 and the 5.5-inch iPhone 6 Plus. Both phones featured a new, curved design, as well as NFC support for mobile payments, a faster processor, and improved cameras — which had become the iPhone’s standout feature. The larger, lighter phones weren't as sturdy as previous models though, and "Bendgate" was the Apple scandal of 2014. 
 
 iPhone 6S and 6S Plus (2015) 
 
 Another S year meant another Similar-looking iPhone. The glass was tougher and the aluminum case less prone to bending on the iPhone 6S and 6S Plus, but not much else had changed. The big new features were a pressure-sensitive display (3D Touch) and short videos captured with every picture (Live Photos). A year and a half later, though, and these still feel more like gimmicks than must-haves. 
 
 iPhone SE (2016) 
 
 The beginning of 2016 brought a surprise: the mid-cycle iPhone SE. A $399 device that looked exactly like an iPhone 5S, but with speedy new hardware inside and a Touch ID-enabled home button. The 4-inch screen was perfect for people who didn’t quite feel ready to move on to a larger device — but it was clear Apple thought big iPhones were the future. 
 
 iPhone 7 and 7 Plus (2016) 
 
 And speaking of the future, that’s exactly what Apple promised they were delivering with last year’s iPhone 7 and 7 Plus. The company avoided a major redesign, but still made significant changes — including a new dual-camera system for the Plus, making both models water resistant, dropping the mechanical home button in favor of a fully digital lookalike, and, yes, removing the headphone jack. Apple calls it “courage,” critics call it arrogance. Either way, there’s no going back.
– Apple unveiled a new gadget exactly 10 years ago, and things have gone pretty well for it since then. Some anniversary coverage about the iPhone: Re-watch the very first ad here. "These are not three separate devices, this is one device, and we are calling it iPhone." See Steve Jobs unveil the iPhone here. (Skip to the 21:40 mark.) Digg looks back at what reviewers said of the new gizmo, ranging from "We Predict The iPhone Will Bomb" to "the iPhone will change the way mobile devices are designed." Read it here. The Verge presents a visual history of the evolving iPhone here. In one early prototype, the iPhone looked much different, more like an iPod, as this piece at the Sonny Dickson blog shows. CNET predicts that the phone itself will continue to be refined and simplified over the next 10 years, but the "bigger focus will be everything else that surrounds the iPhone, like virtual reality and smart home." Read it here. "Apple is facing a turning point, and once again the iPhone is the reason—but not in a good way this time around. The smartphone market is saturated. Rivals, especially Google, are building hardware that truly rivals the iPhone. After 10 years, the iPhone can no longer serve as Apple’s growth engine." See Wired. Apple, however, promises the "best is yet to come" here.