10 years of iPhone: When shiny things made us happy

Ten years ago yesterday Steve Jobs announced the iPhone in one of his now-legendary presentations. These Apple presentations are still kind of a big deal, but good grief aren't we all just so much more cynical and hard to please now.

Take a look at the moment when Steve told the audience that the three devices they were launching (phone, widescreen iPod and web browser) was actually - boom! - all in one device called an iPhone. Those faces are beaming! There's unadulterated joy right there. Technology makers and marketers of the world - this is what we should be aiming for.

When was the last time you saw joy like that at a product launch? Not a hint of "Well where's the headphone jack going to go," or "This isn't compatible with my drone's driverless car."

And when the BBC's technology blog ran the story with the headline "Worshipping at the Apple temple", the comments section reveals a veritable time capsule of insights.

The comments range from the mildly cynical...

"one can't help but think that maybe a couple less features could have made for a more realistic price point"

to the completely unconvinced...

"I already have a phone that does MP3 and media content, it's called the Nokia N91."

to the raving fans...

"I WANT ONE I WANT ONE I WANT ONE !!!!!!!!!!!!!!!!!"

to the mercenary. (OK, the smart. Where are you "cian"? Did you follow your own advice?)

"Tip: Buy Apple shares. Buy them. Buy them now. Now I tell you. Now!!"

But when we look at the comments as a whole they are full of hope and excitement. What will this new mobile do? I like and I want!

Comments from the BBC's technology blog reacting to the launch of iPhone in January 2007.

This was a time when there was genuine and unfettered joy over a product launch. I can't see anyone exuding happiness like this over the fact that Alexa (my friend's mum calls her "That woman.") can turn up your heating without you having to walk to the boiler.

Ah, iPhone. Let's not look back in anger.