2007: Apple changes advertising forever with launch of iPhone

By Minda Smiley | Reporter

March 31, 2016 | 3 min read

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today’s marketing moment was chosen by Cindy Stockwell, president of Trilia Media. Below, find out why Apple’s launch of the iPhone in 2007 is her favorite marketing moment.

The launch of the iPhone is a “marketing moment” that is incredibly significant, particularly for those of us in media. This device literally changed our world and our industry.


Smart phone adoption accelerated following this product launch, and in a few short years mobile computing became nearly ubiquitous. For individuals, it put so much power and convenience into our hands.

For marketers, it opened up opportunities to reach people in new and interesting ways. Yet while it made our jobs easier in some ways, it also made it much harder in others.

People are now so distracted and focused on the device in their hands that they pay far less attention to everything else. And in the industry, we became our own worst enemies by indiscriminately cluttering the environment with ads that ate power, data and patience.

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See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.


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