In a New York Times’ 10-year retrospective, Bernstein Apple analyst Toni Sacconaghi has the money quote.
From Brian Chen’s Dear iPhone: Here’s Why We’re Still Together After 10 Years:
Since Steve Jobs introduced the iPhone in 2007, the smartphone has become a close — if not the closest — digital pal for millions of people around the world. With more than 1.2 billion iPhones sold to date, it has also become one of the best-selling gadgets ever. And even though Apple’s phones typically cost several times more than rival handsets, the company is No. 2 in sales in the smartphone industry after Samsung Electronics.
“People spend hours on it every day, so they can justify paying more for what they believe to be the best device,” said Toni Sacconaghi, an analyst at Sanford C. Bernstein, who has studied Apple for years and called the company’s positioning of the iPhone “unique.”
Chen’s retrospective, written as a love letter, touches most of the sticky points: The walled garden of the App Store, free help at the Genius Bar, FBI-strength privacy standards, a tight ecosystem that mostly just works and what Sacconaghi calls a “brand halo.”