The evolution of Apple's iPhone, as told by press release quotes

It’s the ‘best iPhone ever’… until next year.

While Apple’s iPhone has evolved hugely since it was first released in 2007, the company’s formula for press releases has very much stayed the same. 

Apple’s combined pool of media releases have possibly broken a world record for repeated use of the words ‘revolutionary’, ‘stunning’ and of course, ‘innovative’. But it’s the iconic quotes -- the phrases Apple likely agonises over -- typically located in the second or third paragraph of each release that perhaps offer the most insight into the tech giant's attitude to innovation. Over the years, these quotes have gone from being laser-focused to strangely generic. It’s only when you pool them together that this pattern starts to emerge. 

We’ll let Apple explain. 

2007 - The original iPhone

“iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone,” said Steve Jobs, Apple’s CEO. “We are all born with the ultimate pointing device -- our fingers -- and iPhone uses them to create the most revolutionary user interface since the mouse.”

2008 - Apple goes global (and budget) with the iPhone 3G

“Just one year after launching the iPhone, we’re launching the new iPhone 3G that is twice as fast at half the price,” said Steve Jobs, Apple’s CEO. “ iPhone 3G supports Microsoft Exchange ActiveSync right out of the box, runs the incredible third party apps created with the iPhone SDK, and will be available in more than 70 countries around the world this year.”

2009 - Apple starts adding bells and whistles to the iPhone 3GS

“iPhone 3G S is the fastest, most powerful iPhone yet and we think people will love the incredible new features including autofocus camera, video recording and the freedom of voice control,” said Philip Schiller, Apple’s senior vice president of World Wide Product Marketing.

2010 - It’s all about the retina screen for the iPhone 4

“iPhone 4 is the biggest leap since the original iPhone,” said Steve Jobs, Apple’s CEO. “FaceTime video calling sets a new standard for mobile communication, and our new Retina display is the highest resolution display ever in a phone, with text looking like it does on a fine printed page. We have been dreaming about both of these breakthroughs for decades.”

2011 - Apple learns to harness its ecosystem with the iPhone 4S

“iPhone 4S plus iOS 5 plus iCloud is a breakthrough combination that makes the iPhone 4S the best iPhone ever,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “While our competitors try to imitate iPhone with a checklist of features, only iPhone can deliver these breakthrough innovations that work seamlessly together.”

2012 - Apple relies on its design prowess with the iPhone 5 

“iPhone 5 is the most beautiful consumer device that we’ve ever created,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “We’ve packed an amazing amount of innovation and advanced technology into a thin and light, jewel-like device with a stunning 4-inch Retina display, blazing fast A6 chip, ultrafast wireless, even longer battery life; and we think customers are going to love it.”

2013 - And we’re talking about design again with the iPhone 5s. Oh, and Touch ID.

“iPhone 5s is the most forward-thinking smartphone in the world, delivering desktop class architecture in the palm of your hand,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “iPhone 5s sets a new standard for smartphones, packed into its beautiful and refined design are breakthrough features that really matter to people, like Touch ID, a simple and secure way to unlock your phone with just a touch of your finger."

2013 - Don’t forget the iPhone 5c

“iPhone 5c is everything iPhone 5 was and more, in an all-new design packed with great features,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “iPhone 5c is designed with a beautiful polycarbonate enclosure that looks and feels so solid in your hand.”

2014 - Apple doesn’t actually say much at all with the iPhone 6 and iPhone 6 Plus

“iPhone 6 and iPhone 6 Plus are the biggest advancements in iPhone history,” said Tim Cook, Apple’s CEO. “The iPhone is the most loved smartphone in the world with the highest customer satisfaction in the industry and we are making it much better in every way. Only Apple can combine the best hardware, software and services at this unprecedented level and we think customers are going to love it.”