Three years ago, no consumer had touched an iPhone, and 99% of people never saw one in person. Flash forward to now, as we anxiously await for the 4th iPhone, who would of known the major success Apple would have, and the creation of the App store, and many other things. From a business point of you, it's simply amazing what Apple has accomplished. It's become a habit for me (and many others) to upgrade every year. I'm fortunate enough to have the ability to write iPhone reviews every year, and even if I didn't have to upgrade every year, I probably still would. So when did it start for you?