What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and su... — Steve Jobs

What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. This is what iPhone is. OK? So, we're going to reinvent the phone.

Author: Steve Jobs

Insight: Most people think revolution means destroying the old thing and building something completely different. But Jobs was doing something subtler here—he wasn't abandoning what a phone already did well. He was imagining a phone that could do everything phones do, but vastly better. The "leapfrog" part mattered as much as the reinvention part. You don't reinvent by throwing out the rulebook; you do it by suddenly playing the game at a level no one else can reach. This tension between respectful evolution and radical improvement still defines how meaningful change actually happens. The companies that crash and burn are usually the ones trying to be clever enough to abandon what customers already value. The ones that shift entire industries are the ones that say, "People love phones. Now imagine if phones were actually smart and delightful to touch." That might sound obvious now, but it required seeing something everyone else was missing: that complicated wasn't the same as powerful, and that ease of use wasn't a nice bonus feature—it was the whole point. The real lesson isn't about phones at all. It's about how the best way forward often looks like you're honoring where you started, not rejecting it.

Source: Steve Jobs' iPhone introduction keynote at Macworld 2007