Steve says it's not a phone, it's a computer even though he calls it "iPhone" and not "iComputer". Pretty funny. Good selling.
Jobs is a salesman, first and foremost. He says whatever it takes at that moment in time to sell a product.
In one of his first NY Times iPhone interviews in January 2007, he was quoted this way:
“I don’t want people to think of this as a computer,” he said. “I think of it as reinventing the phone.”
As for apps:
“We define everything that is on the phone,” he said. “You don’t want your phone to be like a PC. The last thing you want is to have loaded three apps on your phone and then you go to make a call and it doesn’t work anymore. These are more like iPods than they are like computers.”
However, he left an opening, at least for software from Apple, Google and other providers:
“These are devices that need to work, and you can’t do that if you load any software on them,” he said. “That doesn’t mean there’s not going to be software to buy that you can load on them coming from us. It doesn’t mean we have to write it all, but it means it has to be more of a controlled environment.”