I have not spent much time in the consumer end of the technology market in the last few years due to my enterprise role I currently have, but did manage to follow the developments leading to the release of Apple’s new products yesterday.
I still remember 10 years ago. I was living in New York City, and Apple had announced that they were making a smart phone. Even with the success of the classic ipod (not so classic at the time), it was hard to imagine what the new phone would look like. I remember people posting online (pre-reddit?) mockups of what it would look like. Basically, it was suppose to look like an iPod with a slightly bigger screen and all the other things needed to make it a phone. Various mockups can be found here. The mockup I remember the most, is the third one; the Blackberry look alike.