I was in NYC, seeing the long lines going around the block the 5th Ave. Apple store, when the iPhone was launched in June 2007. People couldn't wait, getting their hands on the beautiful mobile phone, the one with the best user interface, and the only one with a useable Web browser.
This year I was in San Fran. at Apple's worldwide developers conference, WWDC 2008, when the iPhone 3G was announced.
In 2007 Apple launched a new product-line. In 2008, a new platform was born, already used by several hundreds of companies, with the help of several thousands of software developers, all creating custom applications running on that new platform.