The Evolution of the iPhone: Steve Jobs’ Initial Resistance and eventual Approval

In Short

• Steve Jobs was initially sceptical about Apple developing a phone
• He believed the company wasn’t good at dealing with carriers
• Despite his skepticism iPhone engineers secretly developed the multi-touch technology

Apple’s meteoric rise to prominence in the smartphone market with its iconic iPhone series is a testament to innovation, determination, and, perhaps, a change of heart from its co-founder, Steve Jobs.

Despite Apple’s resounding success with the iPhone, its inception was met with skepticism from Jobs himself, who initially viewed the idea of Apple producing a phone with disdain.

In Brian Merchant’s book “The One Device: The Secret History of the iPhone,” he sheds light on Jobs’ apprehension towards Apple’s foray into the smartphone realm.

Jobs expressed doubts about the feasibility of navigating the complex landscape of carriers such as Verizon and AT&T, which exerted significant control over which phones could access their networks.

Furthermore, he harbored reservations about the potential of the nascent smartphone market, questioning whether it would appeal beyond a niche audience.

Despite Jobs’ reluctance, a dedicated team of iPhone engineers persisted in developing the revolutionary multi-touch technology that would eventually redefine the smartphone landscape.

They worked tirelessly behind the scenes, keeping their progress concealed until they were confident enough to unveil their creation to Jobs.

Merchant’s book also highlights the efforts of Apple’s Vice President, Michael Bell, who passionately advocated for the development of the iPhone.

In a late-night email to Jobs in November 2004, Bell articulated the potential benefits of venturing into the phone market, sparking a lengthy conversation that ultimately swayed Jobs’ opinion.

After hours of discussion, Jobs relented, giving his begrudging approval with a simple yet significant statement: “Okay, I think we should do it.”

Jobs’ eventual green light for the iPhone project was influenced not only by the disruptive threat smartphones posed to Apple’s iPod market but also by the compelling need for an intuitive and captivating user interface.

Only when presented with a demonstrably innovative product did Jobs fully embrace the idea of Apple entering the phone market.

Even after granting approval, Jobs maintained a veil of secrecy around the iPhone project, confiding exclusively in the select team working on its development.

This clandestine approach underscored Jobs’ unwavering trust in the team’s capabilities and dedication to realizing his vision.

In retrospect, Merchant emphasizes the collaborative effort and collective ingenuity that brought the iPhone to fruition, emphasizing that “there would be no iPhone if it weren’t for the work of people on every layer here.”

Jobs’ initial skepticism ultimately gave way to an enduring legacy of technological innovation that continues to shape the smartphone industry to this day.