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Every once in a while, a revolutionary product comes along that changes everything,” Steve Jobs said a decade ago. “Today, Apple is going to reinvent the phone.” Standing onstage at the 2007 MacWorld Expo, in San Francisco, arrayed in his usual vestments—bluejeans, black turtleneck, gray New Balances—Jobs was proclaiming a modern gospel. Provided you had five hundred bucks lying around, you could proclaim it, too. By 2008, the company formerly known as Apple Computer, now just as Apple, had attracted millions of new adherents. At the Worldwide Developers Conference that June, Jobs introduced the iPhone 3G. The 3GS followed, in 2009, and soon the good news was coming more than once a year—iPad, iPad 2, iPhone 4, iPhone 4s. Jobs didn’t live to see the iPhone 5, or the 6, or the 7, but they were announced in the Jobsian style, with the same careful choreography, the same boomer-techie soundtrack, and the same increasingly inevitable sense that whatever Apple was selling would soon be walking among us, whether we wanted it to or not.

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