Jose de Cabo
Opinion
30 June 2017
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When Steve Jobs introduced the iPhone 10 years ago, no one fully anticipated the societal transformation that would take place in the decade that followed. The device that combined access to the internet, a phone, a camera and an iPod has done more than change the way we go online, talk on the phone or listen to music; it has paved the way for new businesses and entire sectors to emerge and grow. And these businesses—from Facebook to Instagram to Spotify to many others—have revolutionised the way we communicate, conduct business, travel, date and shop. They've also shifted our preferences, desires and expectations—especially those we have for brands.
