The iPhone was a big departure from smartphones. They used a better touch screen technology, one that was more responsive without a stylus. They also made innovations in how a touch screen would be interacted with. They then packaged it up into a sellable product. They were the ones that figured out the UX of device. The concept existed before, but it wasn’t a product that could sell because the UX of touch screens was so bad.

All the other smartphone manufacturers followed apples change. Android was completely reconfigured when it launched.

As far as consumer Innovations its one of the biggest. It ended feature phones and all other types of smartphones. They connected it to the iPod jumping the product category from business user/professional only to everyone. It wasn’t that it was fashionable, it was that it was useable that lead to their success.