That was a wonderful article - long - but it made several good points.
It did a great job showing how the iPhone changed the cellphone market for cellphones themselves and the carriers.
I had no idea that all of this has been being planned since '02. I knew that it's been a while, but heck, in '02 the iPods were still clunky and ugly. Quite an interesting plan of secrecy:
Through it all, Jobs maintained the highest level of secrecy. Internally, the project was known as P2, short for Purple 2 (the abandoned iPod phone was called Purple 1). Teams were split up and scattered across Apple's Cupertino, California, campus. Whenever Apple executives traveled to Cingular, they registered as employees of Infineon, the company Apple was using to make the phone's transmitter. Even the iPhone's hardware and software teams were kept apart: Hardware engineers worked on circuitry that was loaded with fake software, while software engineers worked off circuit boards sitting in wooden boxes. By January 2007, when Jobs announced the iPhone at Macworld, only 30 or so of the most senior people on the project had seen it.