applied. Apple were absolutely the ones to figure it out. And for consumers interface is the future. They don't care what's happening in via Lord's customers. Don't care what's happening. Meet service, what types or you can switch out, change pipes all you want to see the same map. So by tackling interface Albal was beginning to make these pocket computers accessible to everyone. Microsoft was at least half right though the iPhone was too expensive. That was something Apple could and would change. Now Gugel an original iPhone launch partner was both more perceptive and more agile. That already bought danger because anti Rubens company and the next generation phone platform created by that site mastermind and former Apple employee. And they'd originally focused on making it a windows mobile blackberry style competitor. If you look at the early fund prototypes, at least one of them They did. I believe they also had a large of full screen version, But at least one of them looked fraught has a purpose as like a BlackBerry or like a windows mobile or Nokia communique communicator play the best reference Nokia communicator device. And they were determined to make sure Microsoft could never dominate the market and cut them out of the mobile future that they so clearly recognised would be the next big thing. It felt like google Well, you always feels like ruled acts out of these partly out of fear. And their fear back then was that Microsoft would dominate mobile And then would divert everyone to come in export would be the gatekeeper. Mexico would eventually make search services and would force people will use those instead of Gugel and they were cut will go out of mobile. And with desktop dwindling that would severely hamstring Koogle's future. So good was then CEO, Eric Schmitt, who was on Apple's board of directors by the way, And on stage the iPhone event. And I mentioned this on a previous audible at he had told Rubin what Apple was doing or that Guga was giving the iPhone maps and YouTube. And Rubin was shocked when he found out. Now. The also hadn't told Apple that they were working on Android and Steve Jobs was shocked when he found out. But Wow, Did google pivot they spun around and they turned Android from a Nokia leg device into an iPhone eventually iPhone like device faster than anyone else industry faster than Palm could get web OS up to speed faster than Microsoft could go to new versions of Windows mobile. Eventually new versions of Windows Phone, faster. The Nokia could spit out its capacity of devices. And in way, You know, blackberry tried with the the blackberry storm in all of those were attempts to sort of catch up with the iPhone in and none of them really work. And what was the only real success story to come out of that? So the original iPhone ended up selling over six million units in the first year on four carriers in four countries, But now I phone cells hundreds of millions a year on almost every carrier in almost every country. Probably Earth is its founding box right now. They will substantially increase the amount of of regions until there are Apple stores on Mars. And the of also followed that up with iPad with Apple TV and Apple watch with home kit in health kit with CarPlay and airplay with air pods ends soon fingers crossed home pot. And now with iPhone 10 which is the beginning of what comes next on, I think looking back, I think looking by I remember keenly watching that iPhone keynote. It's the biggest regret of my personal career life. At least that I wasn't there. I didn't start working this industry in till two thousand eight. So I missed that key. I I saw it on TV. I didn't get to be there. Wish I had been in the room to see that. Um, but. That to me is one of the greatest moments in consumer electronics. Maybe the oldest greatest moment in consumer electronics. So far, just seeing the absolute master of his craft at the absolute top of his game, introducing a product that he knows is going to change everything. It's what Steve Jobs told his team. He said the world would never be the same, and he was absolutely utterly Right. So. Thank you so much for listening. You can reach me at Rainier Richie on Twitter, email me Rene at I'm more dot com to think will get a proper address set up for this show because they get so much email to that address. It makes it hard to find your comments, and I have to do a follow-up episodes in any way, So I'll get a better grasp, but for now Rene at I am more dot com. Again, Thank you for listening. If having already You can subscribe to seasonal explot Have a great rest of you day. That's the show I'm out.