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Ex-Apple senior director apologises to original iPhone owners – says it was just an ‘okay’ device

Press release   •   Feb 26, 2014 21:32 GMT

Ex-Apple Senior Director of Product Marketing for the original iPhone, Bob Borchers (now Dolby’s Chief Marketing Officer), apologised to the owners of the original iPhone. He said that the device was not great but merely “okay.”

Trusted Reviews quotes Borchers saying at MWC 2014, “If you had the original iPhone I apologise; it was not a great phone, it was an OK phone.”

Borchers explains, “What was interesting at Apple is that technology took a back seat to user interface. If you look at the iPhone as a technological element everything had been done before, it was about bringing all that together into an experience that was compelling and then communicating it as an experience not as a technology.”

Speaking about the mistakes Apple made when it came to marketing the original iPhone, Borchers said, “There were three value propositions in order of importance: a revolutionary phone, the best iPod ever and the Internet in your pocket but in fact it should have been the reverse. Having the Internet in your pocket was the most important.”

He added, “It was a great iPod but it was the connection to the internet and the app community that made the difference.”

Is Borchers right? Drop a comment below.


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