This was the title of many articles by technology journalists – as well as company executives in 2006 and 2007 – on the first edition of the iPhone. They thought that the iPhone as a new type of device would not be accepted by users, because the competition at that time offered better products at a better price.

And, perhaps, some were right with the facts of that period. Why would anyone choose the iPhone if he could have a mobile at a lower cost and with excellent technical features? However, what usually is not understood by those who do not create products is that consumer behavior is changing – and this is usually the case through experience – user experience.

The 2007 iPhone may not be compared to the experience and capabilities provided by the devices today, but the unique design and the different approach to the well-known keyboard changed users’ preferences. And, this was practically the beginning of smartphones, which created a new trend in the market. After the first iPhone consumers increasingly chose mobile devices with touchscreens, and as usual all manufacturers adapted to the new market trend.

If there was no 2007 iPhone, no one knows when mobile devices would change to so-called smartphones. In addition, other companies, such as Microsoft, tried to create their smartphone version before the iPhone, but the result was not satisfactory. Finally, in the design and launch of new products, the user’s experience has changed and will always change consumer preferences by creating new markets and new industries.

In the innovation of products, therefore, it needs try and error – it needs the process of evolution, always taking care of users’ behavior over time. People, as consumers, will always prefer functionality, simplicity, speed, aesthetics, and the ability of a product to be used in an ecosystem – what we often call plug-and-play.

By analogy, if we look at the evolution of the web, which is not certainly a standard product, we will find that the focus is speed, connectivity, ease of use, user interaction, and overall user experience. E-commerce, eSHOP development, and electronic payments are a result of the evolution of the web. Voice recognition, and biometric features, are the result of Research & Development in the interaction with the user, which in combination with artificial intelligence will change the use of devices once and for all – such as ChatGPT.

Anveto Marketers is an award-winning digital agency in Athens and London.