What the world needed, and it didn't have, was a phone that had the capabilities of a computer. Apple designed an entirely new product—a phone, a Web browser, and a music player. It was a phone design that the world had never seen. Physical keyboards would become a thing of the past. It required an entirely new hardware system. It required an entirely new user interface. That interface had to become completely intuitive.
, Ars Technica, Jul 31, 2012