While phones that could run apps have been in existence before it, it’s virtually impossible today to deny how the Apple iPhone, first launched in 2007, really defined what a smartphone is. Now 10 years later, the smartphone has become embedded in people’s pockets, hands, and lives. Almost ironically, the weeks leading to the iPhone’s 10th birthday were marked by the device’s first ever disappointing, though not disheartening, numbers. So the big question is, what’s next for the iconic handheld? According to CEO Tim Cook, “the best”.