Happy birthday, iPhone. Alex and Caroline share ten lessons the iPhone has taught marketers over the last decade.

With the iPhone celebrating its tenth birthday in launching iPhone X, we’ve been reflecting on the impact this tiny cuboid has had on the big wide world of marketing.

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The iPhone didn’t start out life in such a familiar form. And for the last decade, it has been meticulously tweaked and reworked – the design process itself, ‘based on fulfilling the evolving needs of the customer’, became part of its mystique.

Achieving perfection isn’t the ambition. George Fisher, a professor at Stanford Law School, puts it: “When you aim for perfection, you discover it’s a moving target”.