I think the phone industry just didn&#x27;t think it possible that real ground breaking innovation in their industry was at all possible. They imagined a phone must have a physical keyboard, couldn&#x27;t run a decent web browser and Microsoft was already selling the best mobile OS it was possible to make.<p>It wasn&#x27;t that they doubted Apple&#x27;s commitment, they just didn&#x27;t have the imagination. To be fair to them, Apple timed things perfectly. Even a year earlier SOCs weren&#x27;t powerful enough to run something like the early iOS. They did in software what they did in hardware much later with the 64-bit transition. They pulled off a superbly executed technological coup just at the point when it became possible to do it at all, beating everyone else to the market by years.<p>If they&#x27;re planning to do the same with cars, we have interesting times ahead.