iOS

In 2007, Apple Inc. introduced the original iPhone, one of the first mobile phones to use a multi-touch interface. The iPhone was notable for its use of a large touchscreen for direct finger input as its main means of interaction, instead of a stylus, keyboard, and/or keypad as typical for smartphones at the time. It initially lacked the capability to install native applications, meaning some did not regard it as a smartphone. However in June 2007 Apple announced that the iPhone would support third-party "web 2.0 applications" running in its web browser that share the look and feel of the iPhone interface. A process called jailbreaking emerged quickly to provide unofficial third-party native applications to replace the built-in functions (such as a GPS unit, kitchen timer, radio, map book, calendar, notepad, and many others).

In July 2008, Apple introduced its second generation iPhone with a much lower list price and 3G support. Simultaneously, they introduced the App Store, which allowed any iPhone to install third party native applications (both free and paid) over a Wi-Fi or cellular network, without requiring a PC for installation. Applications could additionally be browsed through and downloaded directly via the iTunes software client. Featuring over 500 applications at launch, the App Store was very popular, and achieved over one billion downloads in the first year, and 15 billion by 2011.

In June 2010, Apple introduced iOS 4, which included APIs to allow third-party applications to multitask, and the iPhone 4, with an improved display and back-facing camera, a front-facing camera for videoconferencing, and other improvements. In early 2011 the iPhone 4 allowed customers to use the handset's 3G connection as a wireless Wi-Fi hotspot.

The iPhone 4S was announced on October 4, 2011, improving upon the iPhone 4 with a dual core A5 processor, an 8-megapixel camera capable of recording 1080p video at 30 frames per second, World phone capability allowing it to work on both GSM & CDMA networks, and the Siri automated voice assistant. On October 10, Apple announced that over one million iPhone 4Ss had been pre-ordered within the first 24 hours of it being on sale, beating the 600,000 device record set by the iPhone 4. Along with the iPhone 4S Apple also released iOS 5 and iCloud, untethered device activation, backup, and synchronization, along with additional features.

On September 20, 2013, Apple released the IPhone 5S that runs on the new iOS 7 operating system. During the launch in Cupertino, California, US, a series of iOS 7 features was revealed that includes a reformatted notification center, the integration of Microsoft’s Bing search engine (in place of Google), a new Photo app, and iTunes Radio. In an article published on September 19, 2013, the technology writer for the Quartz news website stated that the iPhone 5s "is easily the most powerful smartphone ever unveiled."

Apple set a record for opening weekend sales of a handset with the release of its iPhone 5C and 5S smartphones in September 2013. China was included in the list of markets for the first time and this contributed to the sales results.