In a few hours, Apple will launch the iPhone 7.

It’s an event that many of us, both from the journalistic side of the fence, and those who merely have an activity for Apple products, have been cat-and-mouse for. There have been so many rumors that seem abundantly plausible, I’m not sure there’s going to be any surprises.

I don’t want to add any more fuel to the flames of belief – god knows I’ve done that already. Instead, I want to take you back to 2007, when Steve Jobs first launched the iPhone, and afflicted the world.

I’ve watched the video of that keynote about three times today. It has caused me to think about what it tells us about Apple as a company, and our insatiable appetence to be on the bleeding-edge of technology.

A blast from the past

When anecdotic Apple events, cliché most frequently toted out is “religious experience”. But as antiquated and blah as it is (and accept me, it is), it’s also true on a very axiological level.

In 2007, the church pews of the San Francisco MacWorld Expo were awash with the faithful. Journalists, developers, and Apple admirers were sitting cheek-to-jowl to each other, squashed into the amphitheater of Moscone Hall West. The admirers was clearly bugged with what they were seeing on Stage. Steve Jobs – the reverend, the master advocate – was talking, and all eyes were on him.


Jobs was actualization article that had never been seen before. Certainly, other companies had smartphones, but Apple was going to be the aggregation that .

During my second run-through of the 2007 iPhone video, I caught myself audibly saying ““.

A sleek and attractive phone that had a fully glass Multi-Touch display, and virtually no buttons? A full web browser that displayed websites in their full desktop glory – not just a bedridden WAP one? HTML email, iTunes, and Google Mail? This was amazing.

With each new feature, the admirers whooped and hollered and cheered. These were their hallelujahs.

What we saw in 2007 is now everywhere. To accept how cogent and bewitched the first Apple keynote is, you have to look at it in the actual context. At the time, smartphones were clunky and awkward, and best suited to the workplace. You’d more likely see them in the hands of besuited, busy businessmen rather than teenagers and academy students.


Apple made smartphones not merely practical, but .

In the weeks that followed, iPhone fever swept the world almost like The Beatles did in the sixties. It was an attraction that afflicted almost everybody.

Handsets were bound swept up by an agog public, many of whom had queued for days to buy one. Many were being sold on eBay for many times the asking price.

Someone who was demonstrating his phone alfresco the launch event for a morning breakfast show almost had his stolen on-camera. The bootless thief ended up with a scattering of the foam from the interviewer’s microphone.

Such was the power of the iPhone.

Welcome to the future

If you had to ask me what makes an Apple launch event special, I’d have to say that it’s like watching the future. It’s like analytical into a clear ball and seeing what the next few years of customer technology will look like.

The iPhone wasn’t just a abstracted artefact that adapted Apple. It made BlackBerry, Palm, and Google (who at the time was developing Android in the mold of the accepted BlackBerry devices) fundamentally change their access to this market.

While later versions of the iPhone haven’t been as abolitionist as the first, they’ve about been great indicators of what other companies end up doing: from gold color options, fingerprint scanners, and front-facing cameras.

Then, there’s the spectacle. Few other companies can build apprehension like Apple. This, conceivably unintentionally, is by design.

Apple is a conspicuously backstairs company. This is Jobs’s legacy. He was porosity as a barrier to the absurd things he wanted to accomplish. Ironically, this has been an absurd business tool for Apple. A dearth of advice breeds speculation, and belief breeds apprehension and excitement.

And I’m excited. There is annihilation like an Apple launch event. Bring on tonight.

Follow our advantage of Apple’s iPhone 7 keynote and find the latest belief about it here.