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It’s Time to Stop Waiting for Apple’s Next iPhone Moment

Commentary: The iPhone took off because it came at the right time — a moment that may be impossible to re-create.

When the original iPhone arrived in 2007, few people knew it would lay the foundation for the devices we now carry in our pockets each day. As the June 5 date of Apple’s Worldwide Developers Conference approaches, all eyes will be focused on whether the tech giant can re-create that impact with its first entirely new product in almost a decade: a head-mounted computer. 

The iPhone wasn’t the first smartphone, nor was it the first mobile device to achieve cultural relevance as a status symbol. But it came at just the right moment, and there arguably hasn’t been such a perfectly timed tech product launch since. Re-creating that moment will be challenging, even for Apple. 

The tech industry has evolved a lot since 2007, and so has our relationship with technology. Devices like the iPhone and the BlackBerry revolutionized the way we access information and communicate, at a time when the idea of constant internet connectivity was relatively new. 

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But the biggest new gadgets since then (think smartwatches, wireless earbuds) were initially useful because they untethered us from those phones, helping us better navigate the influx of alerts flowing from them. It took years for the Apple Watch to establish its direction as a health and wellness device, and I suspect it’ll similarly take time for the headset to find its niche. 

The arrival of a completely new product — whether it be a smartwatch or a headset — doesn’t feel the same as it did 16 years ago. Nor should it. 

For the iPhone, timing was everything

The iPhone debuted at a formative time for personal technology. As the internet became a more integral part of our lives, so did the need to take it with us. 

The iPod, BlackBerry phones and other personal digital assistants (better known as PDAs) provided a way to keep us connected on the go as people recognized the need to listen to music, send emails, and manage calendars away from home. Shipments of handheld computers from brands like BlackBerry and Palm rose 18.4% in 2006, according to Gartner data reported by the Associated Press in early 2007, underscoring the demand for mobile access to email and other communications. 

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Research in Motion’s BlackBerry Curve 8350i, from 2008. The BlackBerry first appeared in 2002.

Corinne Schulze/CNET Networks

Then the iPhone came in 2007 and changed everything. Steve Jobs famously introduced the first iPhone as a phone, an iPod and an Internet communicator in one device. What made the iPhone so impactful was that those three things were already necessities in people’s lives, as the success of cell phones, the iPod and home computers showed. 

In 2000, 51% of US households had one or more computers, and more than 40% of households were connected to the Internet, according to a 2001 New York Times report covering Census Bureau data. The US added a record-breaking 25.7 million new mobile phone users in 2005, reported InfoWorld in 2006, citing data from the Cellular Telecommunications & Internet Association. And sales of MP3 players were booming in the early 2000s, as market researcher IDC reported back in 2002. 

Clearly the internet, MP3 players and cell phones were permeating everyday life long before the iPhone made its debut at the Macworld conference in 2007. The iPhone was the culmination of these trends, showing how hardware was catching up to the way people were already using tech products in their daily lives. Though PDAs and early “smart” phones like the IBM Simon were a promising start, they were largely designed to be handheld computers with cell phone functionality. 

The iPhone and other modern smartphones took that idea a step further. When Apple’s App Store arrived later in 2008, apps turned the iPhone and other handheld devices into Swiss Army Knives, expanding their functionality beyond the business-focused PDAs of years past. Today, mobile devices can serve as phones, internet and email portals, music players, mini-TVs, flashlights, wallets, keys and so much more, largely thanks to the proliferation of apps.

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The App Store turned the iPhone into much more than a phone, iPod and internet communicator. 

Angela Lang/CNET

But it’s important to remember that even the iPhone wasn’t an overnight success. The original model’s price and initial exclusivity to AT&T, combined with the notion that Apple was a newcomer to the mobile phone business, certainly resulted in some skepticism about the iPhone’s future. Let’s not forget that the first model also had many shortcomings, as former CNET Senior Managing Editor Kent German pointed out in his review.

Still, the iPhone had a long-term impact because it filled a need at the right time — even if it wasn’t immediately accessible to everyone right away. Consider technologies that came before their time. Microsoft’s SPOT platform sought to turn everyday objects like watches and household appliances into smart gadgets — preceding today’s smartwatches and the so-called internet of things boom. The SPOT watches never caught on, thanks in part to their bulky design and the subscription fee required to access Microsoft’s MSN Direct service, as my colleague David Carnoy wrote in 2008, marking the end of Microsoft’s efforts in that area at the time.

An Apple headset has a lot more competition for our attention 

Fast-forward to today, and the tech world is buzzing about what’s expected to be a similar moment in Apple’s history. The company will reportedly introduce its first mixed reality headset on June 5, which Bloomberg says will have apps and software features that span gaming, communication, fitness and more. Apple has a reputation for popularizing devices like the smartphone, tablet and smartwatch, so the expectation is that it will do so again for headsets.

That may very well be true. But making head-mounted computers as ubiquitous as the iPhone is a tough task, even for Apple. Once again, it will all come down to timing. From smartwatches to earbuds, tablets to smart speakers, there are plenty of gadgets in our lives designed to fulfill different needs — many more than when the first iPhone launched. 

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Devices like the Apple Watch can help us manage the influx of notifications coming from our phones.

Lexy Savvides/CNET

American households owned an average of 16 connected devices as of 2022, according to research firm Parks Associates. A Pew Research survey from 2021 found that 31% of US adults said they’re constantly online. A Reviews.org survey, the results of which were published this month, found that 56.9% of Americans said they’re addicted to their smartphone.  

A gadget like Apple’s virtual reality headset, which will cost around $3,000 according to Bloomberg, will have to be very compelling to demand attention in a world already oversaturated with screens and sensors.

The iPhone may have revolutionized the way we communicate and use the internet. But we’re now in an era in which people are looking to disconnect from their phones more easily, and that shows in the new tech products from the last decade.  

What do smartwatches, wireless earbuds and smart speakers have in common? They all allow us to access the internet without reaching for our phones, whether it’s skipping to the next track on your Spotify playlist, asking a virtual assistant for today’s weather forecast or getting a text message on your wrist. A mixed reality headset would seemingly do the opposite by further plunging you into whatever content you’re experiencing at the moment.  

Even the developments in generative artificial intelligence, or AI, that can create content based on prompts, are designed to help us spend less time buried in screens. Google, for example, recently showed off a new Gmail feature called Help Me Write that can draft messages for you based on a quick prompt. Tools like these could shorten the amount of time we spend replying to emails and other communications, and could arguably be more impactful than new hardware. (In fact, if you’ve been following tech headlines in 2023, AI is apparently in the midst of its own “iPhone moment.”)

The slow-burn effect

In recent years, it’s taken longer for new Apple gadgets to establish a role in our lives, and the Apple Watch is the strongest example of this. When introducing it back in 2014, Apple initially positioned it as a personal timepiece by highlighting its stylish design and time-telling accuracy, before mentioning health and fitness.

But as the gadget matured and became more popular, Apple leaned more fully into health. It added ECG functionality in 2018 with the Series 4 model, enabling the watch to provide more data about cardiac health and signaling a turning point for the device. In 2019, Apple CEO Tim Cook told CNBC that Apple’s “greatest contribution to mankind” will be about health. Roughly three years after the first Apple Watch arrived, it became clear that health, fitness and wellness tracking would be the its most important purpose. The iPhone may not have been in everyone’s pockets right away, but its role as a handheld computer, MP3 player and phone was apparent from the start. 

A wrist wearing the Apple Watch Series 4 44mm smartwatch against a yellow background. A wrist wearing the Apple Watch Series 4 44mm smartwatch against a yellow background.

The Apple Watch Series 4 was the first with ECG support.

Sarah Tew/CNET

Is it the right time for Apple’s rumored headset? I don’t have the answer, and I’m not sure if Apple does either. But one thing is for certain: If the headset is a hit, its success will look a lot different than that of the first iPhone. We might not understand the headset’s role in our lives until years after its release, if the Apple Watch’s trajectory is any indication. That wouldn’t deem it a failure, it’s just a sign of the times. 

The so-called “iPhone moment” may be behind us for good. Or maybe it’s just changed.

Technologies

Bill Gates cautions that there is currently no strategy to manage the major disruption AI will bring

Bill Gates warns that there is currently no comprehensive plan to address the social, political, and economic upheaval that artificial intelligence is set to cause, urging governments and societies to prepare for the coming disruptions.

There is “no plan” for the “social, political, and economic upheaval” artificial intelligence is about to cause, according to Bill Gates.

The Microsoft co-founder highlighted in a Wednesday essay that AI could displace workers across various sectors, limit entry‑level hiring, and compel policymakers to reconsider employment, education, and social safety nets.

This essay marks a shift from Gates’s earlier remarks. While working with Microsoft and other AI firms through the Gates Foundation, he told CNBC in October that AI was “the biggest technical thing ever in my lifetime, adding that its impact is so profound it’s hard to overstate.

In his latest piece, Gates argues that new national bodies and international institutions will ultimately be needed to coordinate and protect against evolving AI risks worldwide.

“The challenge is monumental. Even under the best circumstances, the transition to this new AI era will be one of the most turbulent times in human history,” Gates stated.

A ‘vicious cycle’

The billionaire philanthropist contends that, unlike previous technological shifts, AI could replace human cognitive work across industries faster than displaced workers can move into newly created roles.

We need time to prepare for the period of social, political, and economic upheaval we are about to enter, he wrote.

Unfortunately, right now we are not preparing for it. I don’t see evidence that leaders, experts, and communities are confronting the challenges adequately. There is no plan to ease the entry into the AI era.

Gates noted that white‑collar jobs are already feeling the pressure, with sales, customer support, software engineering, and paralegal work potentially among the first areas hit. AI could eventually take on tasks such as loan assessment, data analysis, and patient triage, he added.

Blue‑collar workers will also face pressure as increasingly capable robots become cheaper, he said, while younger people risk entering a labor market with fewer openings.

The people who need the most time are the ones who have the least—the accounting worker replaced by a bot or the $20‑an‑hour worker who loses their job to a $10‑an‑hour robot.

Competition could accelerate adoption as companies use AI and robotics to cut costs and prices, forcing rivals to follow. Robots and AI combined can create a vicious cycle, he added, warning that retraining and finding new work would cause significant turmoil.

How Gates says governments should prepare

Gates—who acknowledged in the essay that he still has financial ties to the tech industry—also said the technology can “accelerate innovation” in tackling the world’s “toughest technical challenges” such as providing reliable clean energy, combating climate change, growing enough food, and eradicating diseases.

He emphasized that managing the transition requires new national bodies capable of coordinating policy across employment, taxation, energy, elections, public health, the financial system, and national security.

But even a country that gets its own house in order will still be exposed to risks that cross borders. This is why an international organization will need to be built in parallel.

These agencies could be modeled on certain existing systems, such as the global inspections regime for nuclear weapons, regulations for international aviation, and agreements that protect the ozone layer.

A new global organization for AI will need elements of all three and more.

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Technologies

Iran Blames U.S. Over Potential Blockage of Hormuz Trade Deal During Oman Negotiations

The Islamic Republic’s hardline Revolutionary Guard accuses the United States of blocking an Iran-Oman agreement on the Strait of Hormuz, while President Trump asserts the strait remains open despite declining vessel traffic and warns against further economic sanctions.

The U.S. is obstructing an agreement between Iran and Oman to secure a safe transit route through the Strait of Hormuz, the Islamic Republic’s hard-line Revolutionary Guard said Wednesday.

Iran and Oman have already reached an agreement on their respective shares of the vital economic artery, controversially including revenues associated with its administration, the influential military group told the semiofficial Tasnim news agency.

The Revolutionary Guard said the strait would remain closed if the U.S. does not accept Iran’s conditions.

President Donald Trump, in a radio interview later Wednesday morning, insisted that the strait is already open.

“We take a lot of ships through the strait now. We’re taking them in,” Trump told conservative radio host Glenn Beck.

“Every once in a while there’ll be a drone or a rocket or something shot, but it is a very functioning strait. A lot of oil is pouring out,” the president said.

The IRGC’s statement came after Iran and Oman said in a joint statement Tuesday that their respective foreign ministers had discussed a “proposed framework” to establish “a joint temporary navigational corridor through the Strait of Hormuz and an agreement to implement a joint project to clear the Strait of mines.”

Trump has recently claimed that the U.S. and Iran are engaged in behind-the-scenes negotiations, even as Tehran has denied any such talks are taking place. Last week, however, Trump said the parties were done talking and had no plans to resume communications.

In an interview with Al Jazeera on Wednesday, Trump said he’s in no hurry to restart negotiations with Iran.

“I have no time schedule, none. I’m not in a hurry. I have no time schedule at all,” Trump said when asked how much time he was giving Iran to return to talks.

Trump also told Al Jazeera that he thinks economic measures and military operations against Iran “are both effective.”

Two days earlier, Treasury Secretary Scott Bessent announced a plan to economically isolate Iran by threatening to slap secondary sanctions on the Islamic Republic’s “enablers.” Those sanctions, unveiled nearly six months into the war, have yet to be imposed.

Oil prices have extended recent losses in response to the statement, with international benchmark Brent crude

Just five commodity vessels transited the Strait of Hormuz on Tuesday, below the 10-day average of 15, according to preliminary data from Kpler. Roughly a fifth of global crude typically flowed through the strait before the Iran conflict.

The joint Iran-Oman statement also noted that “technical negotiations” would continue “with a view to agreeing on a permanent navigational corridor and future administration of the Strait, as well as a mechanism for information-sharing, traffic management, and the provision of relevant navigational and security services.”

Contributing to pressure on oil prices in recent days, the U.S. has reportedly started returning its diplomats to Gulf states – suggesting Washington does not currently expect military escalation. Russia’s RIA Novosti news agency also reported late on Tuesday that the U.S. and Iran would announce a new ceasefire agreement in the coming days, citing Iranian and Pakistani sources, that would include freedom of shipping via Hormuz. However, this could not be independently verified, and the White House did not respond to MS NOW’s request for comment.

U.S. holds back on secondary sanctions

It comes after Bessent’s pledge on Monday to launch an “economic D-day” on the Iranian regime, threatening to target Tehran’s “enablers” and trading partners in efforts to strangle its economy. This included a list of 60 individuals, entities and vessels.

However, the U.S. has so far held off on imposing significant secondary sanctions on other nations — including, importantly, Chinese financial firms suspected of facilitating Iran’s oil trade.

“Why would I want to blow up the global financial system? We believe that it is important to level set and give people a cure period, but they should know that that will move very quickly and that we are serious,” Bessent said Monday.

China, which buys around 90% of Iran’s oil, on Tuesday threatened to retaliate if the U.S. opted to expand economic pressure on nations trading with Tehran.

Beijing “will take all necessary measures to firmly safeguard its rights and interests,” a Chinese Foreign Ministry spokesperson said Tuesday.

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Technologies

CNBC Daily Open: Tariffs in spotlight — and Trump has a new name for a lake

President Donald Trump’s administration is reportedly mulling over new tariffs on chips, while Nvidia increases support for Chinese AI models.

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Hello, this is Justina Lee writing to you from Singapore. Welcome to another edition of CNBC’s Daily Open.

President Donald Trump’s administration is reportedly considering new tariffs on chips, while tech giant Nvidia is increasing support for Chinese artificial intelligence models.

Hardening its stance against Iran, the U.S. confirmed that it was not in talks with Tehran, even as diplomatic efforts by other countries were ongoing, raising concerns that the Middle-East conflict could carry on for longer.

What you need to know today

Tariffs are back in the spotlight. The Trump administration is reportedly mulling over new duties on semiconductors, as the artificial intelligence infrastructure build-out race between the U.S. and China continues to intensify.

There is growing anxiety among U.S. lawmakers regarding the adoption of Chinese AI models by American companies, as they have made significant capability leaps this year.

Meanwhile, tech giant Nvidia, which added more than $400 billion in value following its blockbuster earnings, is increasing support for Chinese artificial intelligence models as it warns of a crackdown by the U.S.

South Korean memory maker SK Hynix is boosting its presence in the U.S. with a new factory in Indiana, an investment that predates, but aligns with South Korea’s $350 billion investment pledge. CEO Kwak Noh-Jung said that the factory will make the state a “key HBM production base in America” by 2030.

Ratcheting up tensions with Canada, Trump on Thursday signed an executive order “immediately” renaming Lake Ontario to “Lake America.”

In markets, the S&P 500 and the Nasdaq Composite closed higher overnight, as sentiment was supported by the latest earnings reports from Nvidia and other well-known technology companies. U.S. futures were little changed, while Asia markets were broadly mixed on Thursday.

Over in the Middle East, tensions between the U.S. and Iran continue to simmer, pushing oil prices higher after Washington confirmed that the U.S. was not in talks with Iran, even as there were diplomatic efforts by other countries.

—Justina Lee

And finally…

FDA approves daily HIV pill from Gilead designed to simplify treatment for some patients

The Food and Drug Administration approved a once-daily HIV pill from Gilead that could help simplify care for some patients, the company announced Thursday.

The drug, marketed as Bixlenvo, is aimed at patients whose virus is already under control but who remain on complicated treatment regimens. It could also appeal to those who simply want to switch to a new treatment alternative.

The tablet combines bictegravir, the backbone of Gilead’s blockbuster HIV pill Biktarvy, with lenacapavir, a first-in-class capsid inhibitor that has become a centerpiece of the company’s long-term strategy for HIV treatment and prevention.

—Annika Kim Constantino

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