Note Apple came to this market from a different direction than most other cellphone makers. Their first mobile computer was a revolutionary music player (innovative UI and music store). It evolved into a sophisticated media computer with color video, wireless and computer utilities in the last iTouch before the iPhone. (Apple still ships iTouches which are the iPhone device without the cellular phone in it, or a micro iPad.) So they pretty much had a full fledge mobile computer before grafting phone technology into it.