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However, by the later 1990s IBM was no longer in the forefront of
consumer electronics.
Cell phone makers who were supplying growing networks—
particularly in Japan and Europe—were better poised to enter the
smartphone market. One of the leaders in this early smartphone
market was Nokia, whose Communicator 9110 flipped open to
reveal a keyboard and screen and offered a primitive Web browser.
This and similar smartphones were popular abroad, but the lack
of suitable cell networks continued to slow the adoption of cell
phones and smartphones in the United States until the turn of the
new century.
The first widely popular smartphone in the United States was
the BlackBerry, introduced in 2003. This device integrated phone,
e-mail, text messaging, and Web browsing and supplied a thumb-
friendly, real keyboard. People seemed to become addicted to
checking their e-mail on the device, leading to the term “crack-
berry.”
Apple Reinvents the Smartphone
While the BlackBerry was a hit with many businesspeople and
professionals, it took a pioneering computer company to make
the smartphone a true consumer product. Apple did not invent
the personal computer, but the company made it easier to use
with the Macintosh (introduced in 1984) and its icon-based oper-
ating system. Apple did not invent the digital media player either,
but the easy to use iPod soon took over the market. In 2007 Apple
was ready to reinvent another technology. CEO Steve Jobs made
the announcement: “Today, we’re introducing three revolutionary
products. An iPod, a phone, and an Internet communicator. An
iPod, a phone—Are you getting it? These are not three separate
devices. This is one device. We’re calling it iPhone.”
6
One thing that made the iPhone so successful was its sim-
plicity. The compact, light phone had few buttons. Users simply
touched icons on the screen to access applications, or swiped
their fingers across the screen. Typing was done using an on-
screen keyboard. Virtually all smartphones and tablets developed
since then would feature a touch interface.
