Back on January 9, 2007, when Steve Jobs announced that Apple was releasing the first iPhone ever, he told the hundreds of people in his audience that it was three devices in one: an iPod, a phone, and an “Internet communicator.” Perhaps what impressed everyone most at the Macworld conference where Jobs made the announcement was the fact that the whole device could fit in your pocket. Jobs went on to make the bold prediction that his new product would revolutionize the phone forever.

It turns out that he was right.

While at the time it would have been difficult for most of us to fully appreciate the importance of the iPhone, let alone the astronomical success it would be over the decade that followed, we now have a very different perspective. Today, 10 models and 10 iOS updates later, the iPhone has evolved into one of the most powerful products on earth. It has also completely transformed the face of mobile engagement.

In honor of the iPhone’s tenth anniversary, we’re paying tribute to how it has evolved over the years and has forever changed mobile engagement:

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Changing the world one phone at a time

“Apple is going to reinvent the phone,” said Steve Jobs when he launched the iPhone 10 years ago. We can now safely say that he accomplished that mission. In 2016, Apple sold its one billionth phone, making the iPhone one of the most successful products of all time. In the process, the company has completely changed mobile engagement.

As of January 2017, there were more than 2 million apps in the app store with app downloads at an all-time high – 130 billion downloaded.

Today, according to our data, the percentage of users who abandon an app after just one use is 24%, highlighting that core challenge of engaging users immediately post-download so that app’s value is immediate and not considered disposable.

On the flip side, the number of people who launch an app 11 times or more is currently a healthy 37%. This proves that brands who know their users well and creating well-timed and tested personalized mobile marketing messages are those that are winning today at mobile engagement.

As the world awaits the latest incarnation — the iPhone 8, which is rumored for release later this year — we can only imagine what’s in store for Apple fans over the decade to come and how brands will tackle future engagement challenges.

Localytics – App Engagement Rates 2010-2017