12 Rules of Innovation — The iPhone: A brief study

Alexander Fleming studies mold cultures in his lab at the Wright Fleming Institute in London. Credit: Peter Purdy Getty Images
The original iPhone, launched on June 29, 2007
A sample of iPhone’s branding
Apple’s line of products that exclusively support each other (from left to right: Apple TV, HomePod, MacBook, iPad, AirPods, iPhone, and the Apple Watch)

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A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store