Technologies

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.

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.

apple-store-iphone11-app-9823 — 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.

Apple Watch Ultra vs Series 8 — 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. — 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

Apple CarPlay Ultra vs. Google Built-In: How the Next-Gen Auto Software Rivals Compare

Apple and Google are supercharging their car software experiences. Here’s how they differ.

I’d spent an hour driving a $250,000-plus Aston Martin up the Los Angeles coast when my hunger pangs became impossible to ignore, and as I’ve done many times before, I asked Siri (through Apple CarPlay) to find me a taco place. But then I did something no other car on the planet allows: I asked Siri to blast the AC and make the air colder. That’s because the 2025 Aston Martin DBX I drove was the first vehicle to come with Apple CarPlay Ultra, the upgraded version of the company’s car software.

Apple debuted CarPlay Ultra at WWDC 2025 last month, and this year’s version of the Aston Martin DBX is the first vehicle to launch with it (pairing with an iPhone running iOS 18.5 or later). As I drove the luxury crossover around, I fiddled with other features that aren’t available in regular CarPlay, from climate control to radio to checking the pressure on the car’s tires. Ultimately, Ultra gives deeper access to more car systems, which is a good thing.

That reminded me a lot of a new feature announced at Google I/O back in May: Google Built-In, which similarly lets users control more of a car’s systems straight from the software interface (in that case, Android Auto). When I got a demonstration of Google Built-In, sitting in a new Volvo EX90 electric SUV, I saw what this new integration of Google software offered: climate controls, Gemini AI assistance and even warnings about car maintenance issues.

But the name is telling: Google Built-In requires automakers to incorporate Android deeper into their cars’ inner workings. Comparatively, Apple CarPlay Ultra support seems like it won’t require car manufacturers to do nearly as much work to prepare their vehicles, just adding a reasonably advanced multicore processor onboard that can handle an increased task load. (Aston Martin will be able to add CarPlay Ultra support to its 2023 and 2024 lineups through firmware updates because they already contain sufficiently advanced CPUs.)

Both solutions reflect Apple’s and Google’s different approaches to their next versions of car software. Apple’s is lighter weight, seemingly requiring less commitment from the automaker to integrate CarPlay Ultra into their vehicles (so long as it has adequate processing power onboard), which will run through a paired iPhone. Google Built-In does require much more integration, but it’s so self-sufficient that you can leave your Android phone at home and still get much of its functionality (aside from getting and sending messages and calls).

Driving with Apple CarPlay Ultra: Controlling climate, radio and more

As I drove around Los Angeles in the Aston Martin with Apple CarPlay Ultra, I could tell what new features I would be missing once I stepped back into my far more humble daily driver.

At long last, I could summon Siri and ask it to play a specific song (or just a band) and have it pulled up on Spotify. Since Apple’s assistant now has access to climate controls, I asked to turn up the AC, and it went full blast. I asked to find tacos and it suggested several fast food restaurants — well, it’s not perfect, but at least it’s listening.

To my relief, Aston Martin retained the physical knobs by the gearshift to control fan speed, temperature, stereo volume and the car’s myriad roadway options (like driving assistance) in case the driver likes traditional controls, but almost all of them could also be altered in the interface. Now, things like radio controls (AM/FM and satellite) and car settings are nestled in their own recognizable apps in CarPlay’s interface.

Ultimately, that’ll be one of CarPlay Ultra’s greatest advantages: If you enter an unfamiliar vehicle (like a rental), you still know exactly where everything is. No wrestling with a carmaker’s proprietary software or trying to figure out where some setting or other is located. It’s not a complete replacement — in the Aston Martin’s case, there were still a handful of settings (like for ambient light projected when the doors open) that the luxury automaker controlled, but they were weaved into CarPlay so you could pop open those windows and go back to Apple’s interface without visibly changing apps.

The dependable ubiquity of Apple’s CarPlay software will likely become even more essential as cars swap out their analog instrument clusters for screens, as Aston Martin did. There’s still a touch of the high-end automaker’s signature style as the default screen behind the wheel shows two traditional dials (one for the speedometer, one for RPMs) with Aston Martin’s livery. But that can be swapped out for other styles, from other dials with customizable colors to a full-screen Maps option.

Each of the half-dozen or so dashboard options was swapped out via square touchpads smaller than a dime on the wheel next to the other touch controls. On the dual-dial display types, I swiped vertically to rotate between a central square (with Maps directions, current music or other app information) or swiped horizontally to switch to another dashboard option. No matter which one you choose, the bottom bar contains all the warning lights drivers will recognize from analog cars — even with digital displays, you’re not safe from the check engine light (which is a good thing).

Apple CarPlay Ultra doesn’t yet do everything I want. I wish I could also ask Siri to roll down the windows (as Google Built-In can — more on that later) and lock or unlock specific doors. If Apple is connected to the car enough to be able to read the pressure in each tire, I wish it could link up with the engine readout and be able to tell me in plain language what kind of maintenance issue has sprung up. Heck, I wish it could connect to the car remotely and blast the AC before I get in (or fire up the seat warmer), as some proprietary car apps can do. And while Apple Maps and Waze will be included at launch, Google Maps support is not, but it’s coming later.

These aren’t huge deficiencies, and they do show where CarPlay Ultra could better meet driver needs in future updates, notwithstanding the potentially dicey security concerns for using CarPlay Ultra for remote climate or unlocking capabilities. But it shows where the limits are today compared to Google’s more in-depth approach.

Google Built-In: Deeper car integrations — and, of course, Gemini AI

The day after Google I/O’s keynote was quieter back in May, as attendees flitted between focused sessions and demos of upcoming software. It was the ideal time to check out Google Built-In, which was appropriately shown off in a higher-end Volvo EX90 electric SUV (though not nearly as pricey as an Aston Martin).

As mentioned above, Google Built-In has deeper integrations with vehicles than what I saw in Apple CarPlay Ultra, allowing users to change the climate through its interface or access other systems, including through voice requests. For instance, it can go beyond AC control to switch on the defroster, and even raise and lower specific windows relative to the speaker’s position: cameras within the car (in the rearview mirror, if I remember right) meant that when my demonstrator asked to «roll down this window» pointing over his left shoulder, the correct window rolled down.

Google Built-In is also connected to Gemini, Google’s AI assistant, for what the company is calling «Google Live,» a separate and more capable version of the Android Auto assistant experience in cars right now. With a Live session, I could request music or directions much like I could with Siri — but my demo went further, as the demonstrator tasked Gemini with requests better suited for generative AI, such as asking, «Give me suggestions for a family outing» and telling it to send a specific text to a contact.

The demonstrator then asked Gemini for recipe advice — «I have chicken, rice and broccoli in the fridge, what can I make?» — as an example of a query someone might ask on the drive home.

Since you’re signed into your Google account, Gemini can consult anything connected to it, like emails and messages. It’s also trained on the user manuals from each car-maker, so if a warning light comes on, the driver can ask the voice assistant what it means — no more flipping through a dense manual trying to figure out what each alert means.

There are other benefits to Google Built-In, like not needing your phone for some features. But there are also drawbacks, like the need to keep car software updated, requiring more work on Google’s end to make sure cars are protected from issues or exploits. They can’t just fix it in the most current version of Android — they’ll need to backport that fix to older versions that vehicles might still be on.

This deeper integration with Google Built-In has a lot of the benefits of Apple CarPlay Ultra (a familiar interface, easier to access features), just cranked up to a greater degree. It surely benefits fans of hands-off controls, and interweaving Gemini naturally dovetails with Google’s investments, so it’s easy to see that functionality improving. But a greater reliance on Android within the car’s systems could be concerning as the vehicle ages: Will the software stop being supported? Will it slow down or be exposed to security exploits? A lot of questions remain regarding making cars open to phone software interfaces.

Technologies

A Samsung Tri-Fold Phone Could Be in Your Future, if This Leak Is to Be Believed

UI animations might have revealed the imminent release of a so-called «Galaxy G Fold» device with three screens.

Samsung has been showing off mobile display concepts with three screens at trade events such as CES for several years, but it might finally bring one to market soon if a leaked UI animation is any indicator.

As reported by Android Authority, an animated image from a software build of One UI 8 appears to show what some are dubbing a «Galaxy G Fold» device with three display panels. The screens would be capable of displaying different information or working in unison as one large display. The new phone model could debut as early as next week at Samsung’s Unpacked event on July 9 in Brooklyn.

Huawei released a tri-folding phone in February, the Mate XT Ultimate Design.

Some websites have gone into overdrive trying to uncover details on what Samsung’s new device might include and how much it may cost, with Phone Arena reporting that according to a Korean media report, it could be priced at about $3,000.

Samsung didn’t immediately respond to request for comment.