Tim Cook has said that the “best” of the iPhone is still yet to come, as Apple celebrates its 10th birthday. The first phone was introduced on 9 January 2007 at a Macworld event in San Francisco, by Steve Jobs. "iPhone is an essential part of our customers' lives, and today more than ever it is redefining the way we communicate, entertain, work, and live. iPhone set the standard for mobile computing in its first decade and we are just getting started. The best is yet to come." Apple’s iPhone 8, which is expected to be unveiled this September, has been rumoured to bring bigger changes than perhaps any other iPhone.