Ex-Apple Senior Director Apologizes to the Owners of Original iPhone


Ex-Apple Senior Director of Product Marketing for the original iPhone Bob Borchers, has apologised to the owners of the device at the Mobile World Congress in Barcelona, saying that it “was not a great phone”, TrustedReviews reports. “If you had the original iPhone I apologise; it was not a great phone, it was an OK phone”, said Borchers at a Dolby presentation on the future of mobile entertainment.

Iphone original

Borchers, who is now Dolby’s Chief Marketing Officer, explained how Apple changed the smartphone landscape with the launch of the original iPhone seven years ago. At the same time, he also highlighted that Apple actually made mistakes while putting together the customer proposition and marketing the original iPhone. He continued by recognising the impact the app community had to the success of the iPhone.

“What was interesting at Apple is that technology took a back seat to user interface. If you look at the iPhone as a technological element everything had been done before, it was about bringing all that together into an experience that was compelling and then communicating it as an experience not as a technology”.

“There were three value propositions in order of importance: a revolutionary phone, the best iPod ever and the Internet in your pocket but in fact it should have been the reverse. Having the Internet in your pocket was the most important.”

Former Apple executive concluded by saying that the original iPhone was a great iPod, and it was “the connection to the internet and the app community” that really made the difference.


  • m Arch Tom’s on Bar N Ass

    i don’t quite agree with those comments considering the mobile network technology then , wasn’t even HSDPA and the app store apps get me bored pretty soon. (still believe iP turned into a videogame device these days then , a product for a consumer market segment i am not interested serving) marc

  • Jake

    I don’t agree either…. I remember when it was launched and I couldn’t get over how they jammed so much technology into a tiny device like that. When it launched it was the most amazing phone ever.