The remainder of this paper is organized as
follows. Section II provides the criteria used to determine
the success of the iPhone, as well as support for the assertion
that the iPhone can be deemed a success. Section III details
the success model containing factors that have been
identified as contributing to the successes of the iPhone.
Section IV provides lessons learned from the iPhone launch
and subsequent strategies and tactics. Section V outlines the
contributions of this research to academics and practitioners
as well as the research limitations and future research
directions.