In what way do you feel the culture has shifted?
Well, I think it had to. I remember pre-iPhone there was of course the iPod but the Apple stores would open at 10am or whatever time and very often there wouldn't be any foot traffic for an hour or two. Just employees cleaning screens and fidgeting with tech.
I used to train employees on giving these seminars that lasted an hour (sometimes more) in store with theaters and the whole deal. With a smash success like the iPhone (equivalent of changing the tech game like the iMac did) the company had to evolve fast. Much mor customer base and dealing with lots of othe companies not just 1st party issues. Activating in the store for instance was a complete disaster for years.
Internally Apple had a phrase called 'surprise & delight' it was sort of a demo model that employees would go through to show products. I remember the week leading up to the launch Apple did a massive public 'surprise & delight' program on Apple.com revolving around he iPhone in which everyday they announced a new app/feature that would be included on the iPhone not previously announced (I remember the YouTube app being the big one). They even gave us shirts to wear everyday counting down that week. I still have them! I mean the push from the top down was so seamless and detail oriented it was almost crazy.
Followed by the launch LOTS of new hires came on board rapidly being trained solely on the mobile departments and not in the company itself. The training I was giving shifted drastically and it was obvious Apple saw the future of mobile tech. They were 1,000% right but the culture changed for Apple like Apple changed the culture outside of its walls. It was definitely interesting to watch! I remember this adorable blonde girl coming on board at one of the stores trained solely in iPhone. She basically talked to other bleach blonde girls about the iPhone all day. She could barely use a trackpad; but she worked. She sold the phones like mad to her demographic. Stuff like that started to happen.
I equate it to a local band getting signed...they just can't play the same clubs they used. There has to be rapid growth. Apple led the mobile revolution; straight up, no questions ask. I'm not sure if they were fully prepared for that and changes were made fast. The right changes, but with it the culture shifted internally.