Are you reading this on your phone? It’s likely that you are and that your smart phone is such a constant companion that it is on your person 24/7.
Was this the plan when Steve Jobs first introduced this magical device? Not at all suggests Cal Newport. Here is how he began his insightful piece:
Smartphones are our constant companions. For many of us, their glowing screens are a ubiquitous presence, drawing us in with endless diversions, like the warm ping of social approval delivered in the forms of likes and retweets, and the algorithmically amplified outrage of the latest “breaking” news or controversy. They’re in our hands, as soon as we wake, and command our attention until the final moments before we fall asleep.
Steve Jobs would not approve.
In 2007, Mr. Jobs took the stage at the Moscone Convention Center in San Francisco and introduced the world to the iPhone. If you watch the full speech, you’ll be surprised by how he imagined our relationship with this iconic invention, because this vision is so different from the way most of us use these devices now.
In the remarks, after discussing the phone’s interface and hardware, he spends an extended amount of time demonstrating how the device leverages the touch screen before detailing the many ways Apple engineers improved the age-old process of making phone calls. “It’s the best iPod we’ve ever made,” Mr. Jobs exclaims at one point. “The killer app is making calls,” he later adds. Both lines spark thunderous applause. He doesn’t dedicate any significant time to discussing the phone’s internet connectivity features until more than 30 minutes into the address.
The presentation confirms that Mr. Jobs envisioned a simpler and more constrained iPhone experience than the one we actually have over a decade later. For example, he doesn’t focus much on apps. When the iPhone was first introduced there was no App Store, and this was by design. As Andy Grignon, an original member of the iPhone team, told me when I was researching this topic, Mr. Jobs didn’t trust third-party developers to offer the same level of aesthetically pleasing and stable experiences that Apple programmers could produce. He was convinced that the phone’s carefully designed native features were enough. It was “an iPod that made phone calls,” Mr. Grignon said to me.
Mr. Jobs seemed to understand the iPhone as something that would help us with a small number of activities — listening to music, placing calls, generating directions. He didn’t seek to radically change the rhythm of users’ daily lives. He simply wanted to take experiences we already found important and make them better.
The minimalist vision for the iPhone he offered in 2007 is unrecognizable today — and that’s a shame.
Under what I call the “constant companion model,” we now see our smartphones as always-on portals to information. Instead of improving activities that we found important before this technology existed, this model changes what we pay attention to in the first place — often in ways designed to benefit the stock price of attention-economy conglomerates, not our satisfaction and well-being.
