Apple Inc. advertising
Apple released the first advertisement for the iPhone in February 2007 during the national broadcast of the Academy Awards. The 30-second commercial featured cuts of famous figures answering their telephones, all saying “Hello”. As it progressed, the ad showed more recent versions of the telephone; it ended with a preview of the first generation iPhone to draw a connection between the iPhone and the newest technology available. To accompany the initial sneak peek at their latest product, Apple released several new ads for the iPhone through “television, web-based, and print ads designed to show off the disappearing and reappearing touch keypad”. Other features included in those advertisements were email, camera, and general touchscreen capabilities.
IPhone X
Along with the iPhone 6s, its Plus variant, and the iPhone SE, the iPhone X was discontinued on September 12, 2018 following the announcement of the new iPhone XS, iPhone XS Max and iPhone XR devices. As a result, with a shelf life of just over 10 months, the iPhone X had the shortest ever tenure as the flagship device in the history of the iPhone.