Word: celles
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...game is a little different this time. With the iPod, Jobs essentially created a whole new product category. The cell-phone turf is already held by entrenched armies of phonemakers and service providers. They may not be as hip or innovative as Apple, but they will shred one another for nickels, and there are a lot of nickels on the ground. One point of market share in the handset business is worth $1.4 billion. Motorola, having sold more than 50 million Razrs with not enough to show for it, will probably be reverse engineering the iPhone before it hits...
...wasn't just the money. Cell phones interested Jobs because even though they do all kinds of stuff--calling, text messaging, Web browsing, contact management, music playback, photos and video--they do it very badly, by forcing you to press lots of tiny buttons and navigate diverse heterogeneous interfaces and squint at a tiny screen. "Everybody hates their phone," Jobs says, "and that's not a good thing. And there's an opportunity there." To Jobs' perfectionist eyes, phones are broken. Jobs likes things that are broken. It means he can make something that isn't and sell...
That was why, 212 years ago, Jobs sicced his wrecking crew of designers and engineers on the cell phone as we know--and hate-- it. They began by melting the face off a video iPod. No clickwheel, no keypad. They sheared off the entire front and replaced it with a huge, bright, vivid screen--that touch screen Jobs got so excited about a few paragraphs ago. When you need to dial, it shows you a keypad; when you need other buttons, the screen serves them up. When you want to watch a video, the buttons disappear. Suddenly, the interface...
Into that iPod they stuffed a working version of Apple's operating system, OS X, so that the phone could handle real, nontoy applications like Web browsers and e-mail clients. They put in a cell antenna and two more antennas for wi-fi and Bluetooth, plus a bunch of sensors, so that the phone knows how bright its screen should be and whether it should display vertically or horizontally, and when it should turn off the touch screen so that you don't accidentally operate it with your...
That doesn't mean Apple can operate beyond the boundaries of the Securities and Exchange Commission. But the iPhone wouldn't have happened without Apple's "we're special" attitude. One reason there's limited innovation in cell phones generally is that the cell carriers have stiff guidelines that the manufacturers have to follow. Carriers demand that all their handsets work the same way. "A lot of times, to be honest, there's some hubris, where they think they know better," Jobs says. "They dictate what's on the phone. That just wouldn't work for us because we want...