Apple’s iPhone 16 launch shows AI is shaking up the tech giant’s core market

By Lewis Endlar, Programme Director MSc Project Management and Lecturer in Business, Keele Business School, Keele University

As someone who helped set up one of the first iPhones back in late 2007 on live TV, I found the launch of the first iteration of Apple’s smartphone an exciting time. At the launch in June of that year, a grinning Steve Jobs proudly held up that early device to the obvious delight of Apple fans.

Did the late Apple founder know then that he would change the future of mobile communication forever? That breakthrough device was revolutionary, transforming the way people interact with each other.

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